Make The World Smile
Joy · Consultant · 2024 · Role: Brand Strategist & Creative Director
Built a Thai aligner brand from scratch: name, positioning, tagline, visual identity and voice.
How do you make a straight smile something everyone can have, not just the kids with rich parents?
Across Thailand, orthodontic care costs far more than most working families can afford. Clear aligners get sold like luxury goods, priced for the few. Dr. Bo saw that as a problem.
Your smile shapes how you feel in every room you walk into, from job interviews to parties. Your confidence in your twenties shouldn’t depend on your parents’ bank balance. So she started Joy: dentist-designed aligners at a price regular people can afford.
The idea
Make Joy the opposite of a dental clinic. The rest of the category runs on cold blues and clinical words. Joy is warm, bright and optimistic, like a friend who happens to know a lot about teeth.
Everything, from the name and type to the voice, turns a medical procedure into something you’d happily tell your friends about. And it all sits under one line big enough to grow into: Joy makes the world smile.
