The Brief

DN Orthodontics is one of the Gulf South’s largest orthodontics practices and fastest growing in the country. With dozens of offices stretching from Texas to Mississippi, DN was seeking to take their brand and practice to the next level. That’s when they hired SASSO as their Agency of Record to reposition the brand for scalable growth. From creative and media placement, to grass roots support and social media, SASSO accentuated their brand differentiators to help better reach their key audience groups. The tangible success and growth of DN with SASSO’s assistance helped lead to the practice being purchased by the largest orthodontic practice in the country, Smile Doctors, in 2018.


Vibrant Change

DN needed to breathe new life into their brand and give it a look that matched the modern approach to their services. SASSO, through a deep dive into their DNA, gave clarity and confirmation that customers are their pride and joy and needed to be shown and heard. The “My Smile” campaign was developed to connect with consumers on an emotional level by clearly showing how a person’s new beautiful teeth can transform their self-esteem, giving him or her the smile they deserve.


Smiles For Miles

In addition to customer spotlights, we added additional color palettes to their brand standards that were more vibrant, but still complimented their primary color scheme.



Social is the primary way DN engaged with its consumers, and we developed a three-tier content platform to streamline the delivery and give more reliable and consistent copy and imagery.

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