Braces, But Make It Cool

This one is a little unexpected, and honestly that is part of what made it so fun! Somewhere along the way, I have quietly become a bit of a dentist and orthodontist photographer here in Charlotte, NC which still makes me laugh! But truly, I love photographing brands that are bold, thoughtful, and willing to lean fully into who they are. Raceway Orthodontics does exactly that. I had the best time photographing this orthodontist branding session

But first, a quick backstory. I first met Raceway Ortho’s owner, Jared at his wedding! Yes, that’s right, I photographed Jared and Caroline a few years ago at the Governor Thomas Bennett House… still one of my all-time favorites. Since then, our families have become close, and it has been such a joy getting to photograph new seasons of their life and businesses. Before Raceway, I photographed Jared’s first office, Mint Hill Orthodontics, and Caroline’s business – Wordsmith Marketing. Now, Jared is opening Raceway Ortho as his second office. This business gave him the chance to really lean into something he is genuinely passionate about.

A Brand Inspired by Racing

If you know Jared, you know he loves racing. Big time. So when it came to designing Raceway Orthodontics he went all in!! The office is located in Concord, NC, which feels especially fitting since this area is such a hub for NASCAR and racing culture. There is even a Formula One team headquartered nearby, making the inspiration feel right at home.

The design details throughout the space are incredibly cool. The lighting overhead mimics the lines of a race track. The walls features outlines of famous race tracks and cities known for Formula One events. A few vintage race cars add more personality and edge. Even the tooth brushing station feels intentional and fun!

One of my favorite details is the Husky tool chest that sits right in the middle of the office. It works like a “pit crew” bar, but actually stores all his orthodontic and dental equipment! It is such a clever nod to racing while still being completely functional.

Orthodontist Branding Session

This entire office was a collaborative effort between Jared, Caroline, and Caroline’s sister, Charlotte of Charlotte Staton Design. She is an incredibly talented interior designer who somehow stays fully booked without even having a website yet, which honestly says everything you need to know!

From a branding perspective, this session was such a reminder that even industries that are not traditionally considered “exciting” can be photographed in a way that feels elevated, intentional, and memorable. As a Charlotte branding photographer, I love helping businesses show off what makes them different, and Raceway Orthodontics truly stands out.

Beyond the design, this space reflects Jared as a business owner. It feels confident, personal, and approachable all at the same time. I am so excited to watch this practice grow and if I ever needed Invisalign, this would absolutely be where I would go!

Getting to photograph friends, meaningful spaces, and brands with heart never gets old.