KUNIK ORTHODONTICS | Orthodontic Practice
The Brief
A full-service digital engagement. From a standing start on brand identity to a fully integrated patient acquisition system spanning website, paid search, SEO, social media, brand shoot, brand video, and AI-powered patient intake.
Kunik Orthodontics is a multi-location orthodontic practice offering Invisalign, traditional braces, and hybrid treatment options. When the engagement began in February 2022, the practice had strong clinical credentials but no cohesive brand identity, no digital infrastructure, and a website that wasn't doing any work for the business.
The goal was to build everything from the ground up, and to do it with the level of strategic rigour a growing multi-location practice needs to compete in an increasingly digital-first healthcare mark.
Brand Identity Website Design & UX Google Ads Go To Market Strategy Collateral & Signage SEO Strategy & Content Email Marketing Performance Marketing Brand Videos & Shoot AI Patient Workflow Multi Location Practice
The Work
Brand Identity & Website Build
The engagement began with a full brand identity build: logo design, colour palette, typography, visual system, and brand asset library. The goal was a brand that felt credible and clinical but approachable, one that would work across a digital-first patient journey from Google ad to booking confirmation. The visual identity was designed to scale across three locations and a growing suite of digital touch points.
With the brand foundation in place, the full website was designed and built from scratch. The site was structured around Kunik's three core treatment offerings: Invisalign, traditional braces, and the hybrid option. Navigation was built with clear treatment pathways, and conversion was built into every stage of the journey. Over the course of the engagement, the website went through multiple rounds of strategic evolution: a full homepage refresh, treatment-specific navigation dropdowns, the addition of a Hybrid treatment page and a dedicated Payment Plans page, a Before and After gallery section, and a technical fix of the location map across all three practices.
SEO Strategy
A dedicated SEO strategy was developed across a focused three-month sprint, followed by monthly maintenance through the remainder of the engagement. The strategy covered on-page optimisation across all treatment and location pages, technical site health, local search optimisation for all three practice locations, and content strategy aligned to the search terms most likely to drive qualified patient enquiries.
AI Patient Workflow
An AI-powered patient intake workflow was built and integrated to automate the front end of the patient acquisition journey. The system was designed to handle initial patient enquiries, qualify leads, and route them into the practice's booking process without manual intervention, reducing the administrative load on front-desk staff and improving response times for incoming enquiries.
The Growth Marketing Execution
Google Ads
A Google Ads program was built and launched from March 2022, running continuously throughout the engagement. Campaigns were structured around high-intent search terms for orthodontic treatment in the practice's service area, with ad creative aligned to the brand strategy and treatment-specific landing pages. The program was actively managed monthly, with ongoing optimisation of bidding, audience targeting, and ad copy.
Dedicated Landing Pages
Dedicated treatment landing pages were built to support paid search and social campaigns, providing conversion-optimised experiences separate from the main website. Pages were structured to speak directly to the search intent of each campaign, with clear messaging hierarchies and frictionless enquiry paths.
Brand Videos & Shoot
The goal was to maximize on time and execute both videography and photography on brand shoot day. The brand videos aimed to showcase the new look and feel of the Kunik brand. The new tagline, 'Straightening Teeth Is Our Thing', is a casual yet professional line that reminds the audience directly what the core offering is at Kunik Orthodontics. Video assets were used across the website, PPC campaigns, social media, and YouTube.
Creative direction for a full brand shoot was developed and executed to build the visual asset library the practice needed for website, social media, and paid campaigns. The shoot was planned to maximize output: both photography and videography were captured in a single production day, with the shot list structured to cover all key brand use cases from social thumbnails to full-width website imagery.
The Outcome
The engagement ran from 2021 to July 2024, making Kunik Orthodontics one of Midnight Hex's longest and most comprehensive partnerships.
Over that period, the practice went from having no digital infrastructure to running a fully integrated patient acquisition system: a brand that held up across every touchpoint, a website built to convert, active paid search and social campaigns, an SEO program generating ongoing organic visibility, and an AI workflow handling patient enquiry automation.
At the close of the engagement in July 2024, a full handover was delivered covering the website, form management, Google Ads accounts, and Google Business profiles for all three locations.
The Kunik engagement is a demonstration of what is possible when brand strategy and digital execution are held in the same hand from the beginning. Not a sequence of disconnected projects, but a single integrated program built to grow a practice.
