Minty
By Maccabi Dent
Minty is an aesthetic treatment brand by Maccabi Dent, launched with
a lighter, more accessible approach to facial aesthetics and teeth whitening.
My role was to shape the campaign language for the new brand, leading its launch across digital, social and physical locations.
Creating the Campaign Language
The challenge was to introduce aesthetic treatments without falling into the expected clinical language of
a healthcare brand.
Building on Minty’s identity, I developed a fresh, approachable campaign direction with a more playful, lifestyle-driven look & feel.
The concept took shape through photography, typography, graphic elements and messaging, all developed hands-on into a flexible visual language that could work across different formats and channels.
Bringing The Campaign To Life
The campaign expanded into social and paid media, display, landing pages, motion and the physical locations, maintaining a consistent character throughout.
Once the creative direction was established, it provided a clear foundation for adapting the campaign to new formats and communication needs.
