ONiA is a specialist orthodontist practice in South Australia. They came to us for a new website that would communicate their professionalism and expertise through an outstanding user experience.
Beyond the conscientious level of patient care, it’s high quality customer service that differentiates ONiA in its market space. So we set out to create an impressive visual style that would convey the brand’s friendliness and approachability.
Where just about all of ONiA’s competitors relied on known or dated design patterns and aesthetics, we drew our inspiration from modern children’s fashion, sophisticated boutique interiors, and ONiA’s own colour palette found in their branding and newly renovated premises.
Originally, we began with a muted colour palette to communicate credibility alongside the playful illustrations, and to maintain a connection to the sleek interiors of the ONiA clinic. However, even with the cheery visuals, we found these colours strayed too far from the atmosphere we wanted to create.
In close collaboration with the client, we concluded the overall look and feel needed greater vibrancy to emphasise the point of difference. This resulted in a switch to brighter, more youthful colours, elevating ONiA's brand impact above that of its competitors.
The design features original illustrations, custom icons, visual devices and a suite of hand-drawn characters, all centered around bringing positivity and happiness to the brand personality. These form the foundation of ONiA’s new face online.
Our aim was not to recreate analog motifs in the digital medium, but to interpret the vibrant, welcoming atmosphere of an ONiA clinic, giving prospective patients a seamless digital-to-physical experience.
Through bespoke artwork capturing local landmarks around South Australia, we sought to highlight ONiA’s brand promise of being not only credible and approachable, but best-placed to understand the needs of their clientele.
The result is a bright and lively website that catches attention with its strong visual identity and perfectly caters for key target audiences alike.
Shortly after launch, international design publications, Creative Bloq and The Best Designs, recognised the revitalised ONiA for its fresh take on an orthodontic brand and it has since taken out the top prize in the highly competitive Commercial category at the 2017 Australian Web Awards.