For many, the orthodontist's office might bring back some memories stuffed deep into the back of the brain: the wires, the rubber bands, and their constant presence during the awkwardness of the teenage years.
Dr. Meagan Sturm is trying to change that at her new-look practice on Clairmont. In 2023, Sturm took over the Silver Smiles practice from Dr. Arthur B. Silver, a recognizable figure in the metro area who treated tens of thousands of patients over a 50-year career in orthodontics.
Dr. Sturm joined the practice in 2016, bringing with her a passion for integrating advanced technology and enhancing the patient experience. "We focused on shorter treatment times, fewer office visits, and easy online scheduling," she recalls. "We brought in digital scanning, 3D imaging, and computer-aided treatment designs, all aimed at improving accuracy, efficiency, and patient comfort."
Her team has also reimagined the space–which sits directly across the way from the popular Golden Drops Cafe–to be a "breath of fresh air" compared to the stereotypical stuffy environment of many dental and orthodontist offices.
The improvements to the physical environment led Sturm to the next stage of her plan: rebranding.
When Dr. Silver retired, Dr. Sturm saw an opportunity to expand accessibility and modernize the practice further. This included merging with Crews Orthodontics, a respected local practice run by Dr. Mary Lynn Crews, who also decided to close in 2023.
Dr. Sturm's decision to rebrand Silver Smiles began in early 2023. "The name no longer felt like it fit the identity of our practice," she explains. "Silver evokes the metal braces of our parents' generation. Orthodontics has evolved so much, and I wanted a name and branding that reflected these advancements and the changes within our practice."
The rebranding process was intricate and deeply personal for Sturm and her team. They sought a name that could evolve with the practice, and she found this in Rêve. The name Rêve, which means "dream" in French, perfectly captures the essence of Dr. Sturm's vision: a place where dreams of beautiful, confident smiles come true.
Partnering with Cember Studio, an agency based in Birmingham, she embarked on a creative process. "We started with a vision questionnaire, which allowed me to articulate my vision. From there, the Cember team created a mood board and designed a suite of logos, colors, and sayings that perfectly reflected my vision for the practice."
The new brand identity features a series of dots, representing teeth in their various stages and the transformative journey of orthodontic treatment. A cloud motif evokes dreams, and butterflies symbolize the metamorphosis patients undergo. "I wanted our branding to embody femininity and inclusivity, reflecting our diverse patient population," Dr. Sturm says.
With the rebranding nearly complete, Dr. Sturm's goals for Rêve are clear. "My mission is to impact as many lives as possible, creating custom treatment plans that not only straighten teeth but also boost confidence and transform lives." She emphasizes that the new brand is catching up with the premier level of customer service and elite clinical care that patients have come to expect.
Rêve will continue to offer cutting-edge technologies and personalized treatment plans, ensuring that orthodontic care is comfortable and fits seamlessly into patients' lifestyles.
The practice will celebrate its refresh at their Decatur office later this fall.
"Rêve is quite literally my wildest dreams come true."
"I wanted our branding to embody femininity and inclusivity, reflecting our diverse patient population."