Orthotics Direct is borrowing the disruption model used in other categories as part of the launch of a new brand identity and campaign.

Both were developed with Toronto independent agency Open (also an investor through its “venture creative capital” arm, Alchemy). They highlight Orthotics Direct’s key value proposition: that it offers custom orthotics at a far more affordable price than more conventional competitors. “Like with Warby Parker or Smile Direct Club, there is a real opportunity to disrupt this category,” says Christian Mathieu, partner at Open.

“Orthotics Direct is simpler, faster and half the price. The brand needed to reflect that,” adds Martin Beauvais, partner at Open, adding that the campaign aims for a “simple, adult-to-adult” tone that also has “a side of playfulness.”

Because the category is highly clinical and cost prohibitive for consumers, it is “ripe for disruption” by a direct-to-consumer player that can alleviate some of those pressures, explains Anne Ngo, the agency’s director of client services.

This is at least in part because it can offer the products at a lower price point due to lower overhead costs.

The campaign is rolling out first in the U.S. across digital, social and DM. It will be rolling out in Canada this fall.

Orthotics Direct is the fourth brand Alchemy has invested in, alongside women’s wellness company Damiva Inc., CBD brand Yesterday and waterside luxury brand Beau Lake.