In late 2022, I joined US-based tech startup Flossy — a platform making high-quality dental care accessible and affordable for uninsured patients. My role focused on reimagining the brand to overcome key barriers of trust, credibility, and approachability. Through a strategic and aesthetic transformation, we built a more human, confident, and contemporary identity that connects with patients’ real needs. Deliverables included brand strategy, visual identity, image direction, website design, social media, OOH, signage, and both print and digital collateral.

Art Direction + Design: Anna Barnaby