MOONZ Brand Strategy, Naming, Brand Identity & Communications
An immersive brand experience
Moonz is a group of clinics specializing in orthodontics. Previously operating under a franchise umbrella brand, and recognizing the important intangible value of a strong and differentiated identity, Moonz management decided to secede and operate under a new brand. The objective was to evolve many of the original narrative elements of the older identity and transition some positive values and attributes to the new brand.
We helped in this process, keeping a narrative link with the past, evolving further on the earlier brand proposition, and offering an even more differentiated brand experience so customers, patients, and employees could relate naturally to the new Identity.
Moonz aimed to create a child-friendly environment at their clinics by implementing codes that would be appealing to children, yet still accessible to adolescents and adults. In addition to the brand, we developed a new, original storyline with characters specifically designed for patients between 6 and 9 years old, and other supporting graphics and elements aimed at teenagers.
In collaboration with Alberto Herencia
Illustration & character design: Rocío López