The Canadian Orthodontists Association needed a new look, a new website and a new position in the minds and hearts of a quickly changing marketplace. After winning the Association’s National Marketing Account, we were very excited to introduce a whole new look for the CAO. The group made a strategic shift to a more consumer focused, friendly approach, while maintaining the Association’s focus on promoting the highest standards in orthodontic care. Here are a few highlights of what we created for English and French markets across Canada.


New Brand. New Look.


The Association was in need of a complete visual overhaul. The first step was the French and English logo and branding. CAO members now have a much needed, fresh, modern new logo treatment to represent them as a badge of expertise and honour.


New Digital/Social Media Ad Campaign.


With a mandate to educate parents, start conversations, and provide expert answers for a younger target audience, Blackjet created a smart, provocative blog based social media campaign. It began with teaser ads that had a mechanic, hairstylist and fireman doing dental work. The blogs go on to tell fictional stories that position strongly position orthodontists as the experts to trust with your child’s smile. Supported by digital ad media the campaign had traction with consumers and within the industry.


New Site. New Voice.


We rolled out a comprehensive redesign of the CAO/ACO website with the same look and feel as the rebrand. The website features a fresh new look, enhanced UX, new photography and a more integrated brand look and feel.