Retail Branding for SmileDirectClub

Sector: Retail
Services: Install, Print

Over a period from the 12th to the 15th of March 2022, PressOn was engaged to install a series of graphics and lightboxes to the new premises of SmileDirectClub, who had moved from their Great Titchfield store to a new location, Kenilworth House at Oxford Circus. The project was a pleasure to work on, and demonstrates the potential print graphics have in creating beautifully branded retail spaces. 

smile direct club vinyl

Having worked with SmileDirectClub at their Great Titchfield store in 2020, this project involved some revamping of products we had previously supplied, as well as new print graphics. The resulting effect is a comprehensively and coherently branded space which communicates SmileDirectClub’s ethos and values. 

About SmileDirectClub 

SmileDirectClub provides people with a total end-to-end teledentistry solution for invisible aligners, where affiliated dentists prescribe, direct, and manage people’s teeth-straightening treatment. They aim to be both more affordable and accessible than traditional dentistry. Available in locations across the UK, the brand’s “SmileShops” use 3D scanning equipment on the first appointment a client makes – which is the only time they need to visit the physical store. 

As a business within the dentistry profession, and one with only one physical touchpoint for customers in that first appointment, it’s important that their stores are hygienic, welcoming, practical and create positive memories for SmileDirectClub’s customers. PressOn was pleased to play a part in ensuring these standards were met at their latest location. 

The Project 

PressOn’s role in ensuring SmileDirectClub’s Oxford Circus premises looked fantastic on opening involved several different pieces of print, including: 


lightbox graphic smiledirectclub

Two lightboxes had been supplied by PressOn to the Great Titchfield store in 2020, at the sizes of 1500 x 1500mm and at 2500 x 1000mm. In the move to Oxford Circus, one of the printed fabrics was reused, while the other lightbox was fitted with a new design, printed on lightbox fabric with silicone kader produced on the HP3600. 


In the reception, we printed and installed a 5mm thick clear acrylic panel that had reverse printed colour, featuring flood white ink alongside polished edges and standoffs. Other matt laminated vinyl prints were mounted to 3mm ACM (aluminium composite material) panels, with six at 750mm square, seven at 1200mm square and four at 1000mm square. Printed on the R2000, these panels were fixed to the premises’ walls using colour coordinating screw cap covers. 

smile direct club branding


There was also a variety of vinyls used throughout the space for walls, doors and windows. These included internally applied window graphics which were kiss cut on PressOn’s Summa machine. Featuring SmileDirectClub’s attractive brand blurple and white typography, the print graphics produced by PressOn included branding materials, brand photography and informational signage. 

The resulting retail space is one where print graphics have enhanced the user experience in an appealing and brand-friendly way, ensuring SmileDirectClub’s new premises at Oxford Circus have the best possible start. If you are interested in discussing the power of print graphics to bring your retail space to life, read more about our experience with retail branding here.

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