Aspen Dental
Aspen Dental is the leading dental care provider in the U.S. They needed a fresh brand visual system, a solid brand strategy and the development of all new marketing materials.
My role:
Spearheaded the audit, strategy, and visual and verbal expression of the new Aspen Dental brand. Led the creative direction and design of the brand guidelines, template system and the rollout across all marketing communications. This included TV, digital properties, retail stores, recruitment events, social campaigns and the new corporate headquarters.
Brand video
Developed a launch video to announce the brand’s new visual system to all employees at their annual kickoff event. The video highlights each element of the brand and the strategic reasoning behind it.
Feelin’ Alright TV spot
Launched in June 2020 amidst the fear and uncertainty of the Covid pandemic, the Feelin’ Alright TV and social campaign reassured patients that dental care was safe at Aspen.
This was the best performing TV spot to date in Aspen Dental’s 21-year history. Its key drivers being brand trust, clear promotional messaging—and feelin’ alright.
ADMI corporate headquarters
Reception area with interactive experience
View back to reception
Aspen Market with social newsfeed
Café seating area
Stadium seating with ticker tape messaging
Stadium seating and lounge area
Aspen Market food hall
Rethinking the retail experience
Led the initiative to rethink the customer experience in our retail stores. Working closely with leading architecture firm Perkins + Will, we created an entirely new customer journey, updating the floor plan to be a modern and delightful experience. The layout highlights features and services unique to the Aspen—like the Scan Shop for clear aligner patients and The Lab where same-day dentures are crafted and manufactured.
Interactive brand experience
Led the creation of an interactive brand experience located in the reception area of Aspen’s corporate headquarters. In addition to directing the design of all UX and UI elements, I also led the content strategy and development.
Four experiences were created to educate and inspire the employee audience and visitors:
Stories of Impact: Multiple stories using video, slideshows and still images that show the difference Aspen makes in patients’ and employees’ lives.
Your Journey to Success: A fun ‘journey’ where the user chooses different career interests along a path—showing the many roads that can lead to success at Aspen.
Our Past, Present and Future: A showcase of stories featuring milestones over the past 21 years—and the company’s vision toward the future.
Our Community: Stories and facts about the Aspen doctors, with an opportunity to take your photo and add yourself to the community.
