Brand Campaign:
Reframing Icons x Invisalign
Project Outline: Design a visually-striking campaign that embodies a “reframing” narrative using humor and recognizable art to promote Invisalign in a saturated market to an older target audience. The campaign is meant to visually translate Invisalign’s brand message of transformation and reframing.
Scope: Digital marketing, social media
Aesthetic: bold, approachable, inclusive, humorous
About: A bold campaign aptly named “reframed icons” that integrates celebrities and historically famous paintings to promote “reframing” smiles with invisalign.
The fusion of classic paintings with celebrities from today create a humorous juxtaposition that begs a double-take look from the consumer.
The campaign highlights that no matter your age, it’s never too late to trust Invisalign for a transformation.
Tools used:
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
1. Selection of Historical Paintings
The process began with the careful curation of iconic historical paintings that would provide a recognizable yet unexpected backdrop for the campaign. These selections were chosen for their strong visual presence, timeless recognition, and potential for creative reinterpretation.
2. Selection of Celebrities
Contemporary celebrities were strategically selected to reflect modern-day icons — individuals recognizable for their influence, personality, and cultural relevance. The goal was to create a playful but aspirational connection between the legacy of historical figures and today's familiar faces.
4. Investigation of Invisalign Core Brand Design & Color Palette
A deep dive into Invisalign’s existing brand identity was conducted to ensure visual consistency. The core brand elements — including the light, optimistic color palette, clean sans-serif typography, and focus on personal transformation — informed the composition and tone of all visual assets created for the campaign.
4. Merging and Compositing of Paintings and Celebrities
Using advanced compositing techniques, the selected celebrities were seamlessly merged into the historical paintings, blending styles while maintaining a light-hearted tone. Careful attention was paid to maintaining the integrity of both the original artwork and the contemporary portrait, with an added emphasis on strategic product placement — ensuring the Invisalign aligners remained subtly but clearly visible within each composition.
5. Development of Humorous Messaging and Product Taglines
To tie the visual storytelling together, a series of witty, product-focused taglines were developed. Each message leaned into humor, celebrating the intersection of historical and modern icons while highlighting the transformative, confidence-boosting power of Invisalign. The tone remained clever, approachable, and perfectly aligned with Invisalign’s emphasis on self-expression and personal evolution.
