Brand Identity
Ad Campaign
Naming
Student Project
White Balance is a conceptual dental care company with a playful tone. My goal for this project was to create a brand that would actually make people smile. I wanted to make everyday necessities—a toothbrush, toothpaste, dental floss—fun and larger than life.
I designed this campaign for the New York City subway. Commuters are a captive audience. When I’m on the train, I always appreciate the clever ads that provide a distraction from rush hour crowds.
As for the name, White Balance? I can’t resist a bit of wordplay.
process
This project was inspired by the work of László Moholy-Nagy. I’ve always loved collage, so I was immediately drawn to his photomontage pieces.
City Lights, 1926
Wie Bleibe Ich Jung and Schon, 1925
Pneumatik, 1924
In addition to the photomontage style, I was interested in the way the pieces above played with contrast in scale. This lead me to the idea of a person walking on a piece of dental floss like it was a tightrope. How else could people “interact” with common products in adventurous ways? I combined the concepts with the initial inspiration to create the final White Balance campaign.
Sketches inspired by Moholy-Nagy photomontage