ABOUT

During my work, I conducted research, studied customer reviews, and came to the conclusion that the main advantage of aligners is their ability to correct bite gently, delicately, and invisibly. Unlike traditional braces, aligners are lighter, more flexible, and visually almost invisible.

Analyzing their features, I drew a parallel: aligners are like a compass. They set the right direction for the teeth, just as a compass points the way. This metaphor became the basis for the entire brand concept.

The logo is a concise name — “Compass.” I deliberately avoided unnecessary visual complications and focused on simplicity and meaning. The logo comes in two versions — white and black, with a slight curve reminiscent of a smile. This directly references the theme of aligners and smile aesthetics.

I used two fonts in the typography:
• Display — PT Serif, an antique font with serifs reminiscent of teeth alignment elements.
• Text — Onest, a concise, easy-to-read sans serif font that emphasizes the minimalist style of the project.
The fonts combine well with each other, supporting the overall visual rhythm and character of the brand.

The text blocks are centered, which gives the composition a neat and aesthetic look. One of the brand's slogans is:
“With aligners, you're always on the right track” — it reveals the main metaphor and reinforces the association with the logo.

The color palette includes four colors:
• two shades of lilac-purple
• white
• and graphite
These colors are also used to create a light gradient that emphasizes transparency and weightlessness — key properties of the product. Visually, the palette is perceived as fresh, light, and modern.

The icons are designed in a unified style — without background filling, with a slight hint of volume and 3D, which emphasizes the modernity and technological nature of the product.
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The icons are used at various points of contact with the brand — from instructions to the landing page.
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Among the icons are:
• discounts,
• wearing instructions,
• product certification,
• operating mode,
• instructions for use,
• contacts,
• visit calendar,
• care instructions.

They perform several functions at once:
• they help with navigation on the packaging and website,
• they make interaction with the brand intuitive,
• they visually simplify the perception of information,
• they add character and individuality.

The pattern is based on repeating arrows that symbolize direction — the very idea of a compass.
It is presented in horizontal and vertical orientations, in two color options: purple on white and vice versa.

The pattern is depicted on various unique and standard media, reinforcing the visual unity of the brand.

The photo style is as natural as possible. Natural lighting is used, with an emphasis on faces, close-ups, and smiles. The characters' clothing matches the colors of the identity.
There is virtually no special processing, which supports the concept of transparency, honesty, and minimalism.

Overall, I wanted the identity to be cohesive, logical, and clean. Minimalism is the key
to the expressiveness of this brand. There is nothing superfluous here, but everything works towards the idea.