Archy
Archy is a dental practice management platform. I led a full rebrand, transforming an outdated, overly literal identity into a modern, timeless brand system. The refresh included a streamlined logo, new color palette, and cohesive icon set, applied across digital ads, web assets, UI applications, and extended into print through booth design, mailers, event collateral, and swag—creating a unified brand at every touchpoint.
Brand Refresh · Digital Design · Print Design
Logo Rationale
The symbol uses negative space to suggest a simple, welcoming smile—subtle “eyes” and a curved “mouth.” It replaces the old, overly literal mark with something more universal and modern, while still hinting at the friendliness expected in dental care.
Identity Approach
Built around vibrant, scrub-inspired blues and soft, rounded typography, the Archy identity feels instantly dental and inherently friendly. The logo’s subtle negative-space smile carries through the whole system—even the rounded icon set, which mirrors the logo’s curves for a cohesive, modern look.
Digital Ads
As part of the rebrand, we tested how the new system performs in real use by creating social media ads. These showcased the refreshed colors, rounded typography, smile-inspired patterns from the logo’s negative space, and a clean, approachable photography style that aligns with Archy’s friendly, modern tone.
Print Work
Our print presence brought the friendliness and vibrancy of the new Archy identity into the physical world. From the welcoming mailer packet to the event booth, everything carried bold, energetic color pops and rounded iconography that stood out while communicating clearly without being overly literal.
