Website & Brand Revamp for an Orthodontist

Aligner Planner is a specialist-led orthodontic treatment planning service founded by Dr Urvi Mal, an orthodontist and Invisalign provider based in Mumbai, India. The service supports dental clinics with digital clear aligner treatment planning, focusing on clinical precision, predictable outcomes, and reduced chair time for practitioners.

Aligner Planner operates as a backend planning partner for clinics, offering orthodontic expertise without requiring dentists to invest in long-term software subscriptions or in-house planning resources.

While Aligner Planner had strong clinical expertise and experience, its brand identity and digital presence did not reflect the seriousness of the service it offered.

Key issues identified:

• The existing logo was self-created using basic tools, resulting in a visual identity that felt raw, outdated, and misaligned with a specialist medical service
• The website idea lacked clear positioning and risked being perceived as a direct-to-consumer aligner brand rather than a clinic-facing planning service
• The content did not clearly communicate the workflow, collaboration process, or value for dental clinics
• Overall, there was a visible gap between clinical competence and digital perception

This mismatch limited trust-building and made it harder for clinics to immediately understand how Aligner Planner fit into their practice workflow.

Pluralis Digital approached the project as a brand correction and positioning exercise, not just a website redesign. The engagement included:

Brand Identity Upgrade

• Redesigned the logo to reflect precision, alignment, and planning
• Removed amateur visual cues and established a professional, future-ready identity suitable for a medical specialist service
• Ensured the logo worked consistently across digital and professional communication touchpoints

Website Strategy & Development

• Repositioned the website as a clinic-facing, B2B service, clearly separating it from consumer aligner brands
• Structured content to highlight services, workflow, records required, and clinical credibility
• Refined copy to speak directly to dentists and clinics, not patients
• Implemented a minimalist, distraction-free design aligned with healthcare standards

Technical & Content Enhancements

• WordPress-based website built with a focus on speed, stability, and scalability
• SEO-friendly structure to support discoverability among dental professionals
• Clear contact pathways to enable direct clinic enquiries

The project was executed with restraint and clarity, prioritizing trust and usability over promotional elements.

The revamped brand and website positioned Aligner Planner as a credible, specialist-backed orthodontic planning partner.

Key outcomes:

• A professional logo and brand identity aligned with clinical expertise
• Clear positioning as a backend orthodontic planning service for dental clinics
• Improved clarity around collaboration workflow and expectations
• A modern, minimal website that builds confidence without sales pressure

The new digital presence now accurately reflects Aligner Planner’s role as a serious, long-term clinical partner for dental practices.

Pluralis Digital helped Aligner Planner transition from an early-stage, raw digital presence to a refined, professional, and clinic-focused brand platform.

By addressing brand fundamentals first and aligning digital strategy with clinical realities, we created a website and identity that support trust, clarity, and sustainable professional collaboration in the healthcare space.