Brand Identity Development for straightup

straightup is a modern clear aligner brand disrupting the dental industry with a no-nonsense approach. Built for adults aged 18–40, the brand focuses on clarity, confidence, and simplicity — offering aligners that are as honest as they are effective.

The challenge was to create a brand that feels minimalist, bold, and aspirational, while remaining accessible and trustworthy. Unlike competitors that feel overly clinical or commercial, straightup needed to stand out as confident, transparent, and human-first.

The project included:

Brand Strategy (mission, vision, values, tone of voice, audience persona)

Logo Suite (primary wordmark + supporting logo mark)

Imagery Direction (photography & visual mood)

Packaging Design (aligner box, aligner case, aligner packets)

Brand Applications (social media, website, print)

This identity balances warmth and honesty with minimalist design — delivering a visual system that is clean, bold, and instantly recognizable.