For Baum Ortho, I collaborated with Test Monki as the lead designer to shape a brand that feels both timeless and distinctly personal. Rooted in classic Americana, the identity draws inspiration from Dr. Baum’s service as a Navy officer—bringing subtle nautical cues and heritage typography into a modern context. The result is a refined yet approachable system that celebrates over 50 years of smiles, pairing bold letterforms with vintage-inspired detailing to honor the practice’s legacy and invite a new generation of patients in.