- Agency: ANML
- Client: OrthoFX
- Category: Website Design — Health & Wellness
- Location: San Jose, California, United States
- Project Brief: Redesign OrthoFX’s health and wellness website with a premium editorial visual language, clear product pathways, persona-driven UX, and a flexible CMS for ongoing content growth.
Health and wellness websites in the aligner space almost always look like a trip to the dentist. ANML went the other way with OrthoFX and built something that feels like a real brand, which makes a nervous first-time visitor far more willing to stick around.
The type carries the whole thing. A clean grotesk sits beside an italic serif in every headline, and that magazine feel quietly tells you this is a premium choice before you've read a single claim.
The color flips on you halfway down. It opens on a bright, sky-blue hero, then sinks into near-black with soft ice-blue text. Against that dark the portraits and 3D aligner renders really jump, so your eye lands on the product instead of drifting.
The three products never blur together. AirFlex, FXBright, and FXClear each get their own card and "Learn more" path, which spares you the usual confusion of picking between near-identical options.
A little movement sells the claims. Scroll into "Comfort meets efficiency" and a force chart slides across, turning a dry technical stat into something you actually absorb and believe.
The site works for two audiences at once. Patients get the Smile Quiz and product paths while doctors get a separate "Become a provider" track, so neither group has to wade through content meant for the other.
It holds together start to finish, down to the giant OrthoFX wordmark in the footer, and the same look runs through their banners and brochures. You leave trusting the brand a little more than you walked in with, which is the whole point of the redesign.
