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ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/b62a4a45-ae92-4431-a5ee-a674964e947e/allure-spread2.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/438ec036-1c6e-4f2d-896d-d1c28c9dfdd3/Apex-spread2.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/8547b692-342a-466a-a766-1fcdcbc2150d/STCorp-Brochure2.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/2960d121-de16-48d3-b729-947721383d25/lex-tablet3.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/87e91773-cde5-44a2-b0f5-c33308fea38b/allure-spread3.png Work - ST Residential (Starwood) Allure in Honolulu https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/670cb5dc-a283-4261-9770-f9656322f9b7/Apex-spread4-new.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/f13b2c70-162b-45a5-840f-f24c267ec2c0/STCorp-Brochure4.png Work - 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ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/acb5033a-060e-4c8c-b075-ba6b62da1c05/STCorp-Brochure7.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/bd42bbac-b94e-40bd-940e-ce3235c51b5d/lex-tablet7.png Work - ST Residential (Starwood) https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/f6250109-a4e7-4935-b47d-5bffc2e03ad3/lex-tablet8.png Work - ST Residential (Starwood) https://www.suewinterdesign.com/work/ficalora monthly 0.5 2026-02-20 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/4d4cc897-14c0-49a4-8254-1d4480a62396/ficalora-mood2.png Work - Ficalora https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/b703b17f-008c-4df4-81a2-d4e692597472/ficalora-mood4.png Work - Ficalora https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/fc7d1e14-9147-46f4-b1ab-a23b97e50190/ficalora-mood6.png Work - Ficalora https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/d4f5c8d8-4e98-4c04-8a16-2667a2767ca8/ficalora-mood8.png Work - 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Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/8cf76e91-192d-4147-91eb-092d84d00e1f/3100_04901_Toolkit_cvrs_hi.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/2aeaa770-2b3f-4abd-95cf-9d1db2f46b59/homepage2.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/6eb99638-7348-4ff1-aeb3-631d70f561c7/spread2.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/000b8ff0-ef53-4860-b5d7-efb28732702e/homepage1.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/84bea316-ff96-4e2f-b213-80ba5548ef9b/Cargill150-Toolkit-Open-FIXED.jpg Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c4cc9842-241a-46e2-87cd-d88cb433d47e/spread3.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/42ff2e7c-3731-4f9c-bba0-4018b343b853/3100_04901_Toolkit_boxes_hi.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/870adbd2-217f-406b-a4a8-f136e30a0442/main-menu.png Work - Cargill 150 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c2142524-7ea9-487b-aa27-8ae743584c10/learning-journey.png Work - Cargill 150 https://www.suewinterdesign.com/work/motto monthly 0.5 2026-02-20 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/d4702b1a-8bc8-49b9-982f-a2091aaffdc9/Motto_Styleguide_abbreviated_2021_Page_03.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/fe0dfe26-5d69-474f-a218-3eef4444729e/Motto_Styleguide_abbreviated_2021_Page_06.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/ea117df0-0f7e-4cbe-bd60-a59001cc1f59/Motto_Styleguide_abbreviated_2021_Page_08.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c073fd6c-5732-49a9-a689-71354ed320a7/Motto_Styleguide_abbreviated_2021_Page_13.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/4496661f-2799-4046-8f94-dacdd8e0c4d9/Motto_Styleguide_abbreviated_2021_Page_17.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c1a1aeb2-7b99-4473-9c74-192b216445bf/Motto_Styleguide_abbreviated_2021_Page_19.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/253b85f9-6cd4-498a-9cdc-09ad75bf649a/Motto_Styleguide_abbreviated_2021_Page_25.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/94f69e2f-4e60-4c01-ac3b-ab0a174e66b1/Motto_Styleguide_abbreviated_2021_Page_29.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/156cab05-a5ac-45db-9faa-28847a046b16/Motto_Styleguide_abbreviated_2021_Page_30.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/64761227-19fe-4bde-b3fa-34ada89725b3/Motto_Styleguide_abbreviated_2021_Page_33.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/bf0c9913-8d9c-467d-875c-96eaadc84794/Motto_Styleguide_abbreviated_2021_Page_36.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/afa9a961-a8aa-4fa4-99e9-00ad4596f2ed/Motto_Styleguide_abbreviated_2021_Page_38.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/0727194d-30f8-4865-8762-ed6d4f29a0f6/Motto_Styleguide_abbreviated_2021_Page_40.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/483a2d4a-e40b-4518-a22b-575b4219abad/Motto_Styleguide_abbreviated_2021_Page_42.png Work - Motto https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/aacba09d-2390-4e3f-811a-fa5de3ecf9ee/Hero-image.png Work - Motto - Motto Aspen Dental set out to create a new direct-to-consumer clear aligner brand to enter a rapidly expanding category defined by high-cost orthodontics and DIY disruptors. As VP Creative & Content, I led the creative direction in collaboration with Red Antler, guiding the naming, brand strategy, and overall brand expression to position Motto as a smarter, more accessible, dentist-guided alternative. I directed the development of the brand from the ground up as a fully integrated end-to-end experience across identity, packaging, retail environments, patient education, digital tools, and launch communications—ensuring a cohesive and differentiated brand at every touchpoint. Beyond marketing, I oversaw the in-office Motto experience, including environmental design, signage, and branded treatment spaces, translating the brand into a tangible patient journey within Aspen Dental locations. Motto successfully launched as a new service line within Aspen Dental, introducing a distinct brand built to make expert-led clear aligner treatment more accessible while maintaining clinical credibility. https://www.suewinterdesign.com/work/aspen-dental monthly 0.5 2026-02-20 https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/6afea2d8-14b6-4501-88c4-169ccbc7de64/Brand-moodboard1.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/3574ba5d-f125-4041-ac5f-bb35ace8f313/800-Fulton-Skyline.png Work - Aspen Dental Aspen Dental Corporate Headquarters https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/62497715-092b-45ac-9a73-0d4f1f96c6bd/LVTHN_changing-lives-1.png Work - Aspen Dental Interactive Brand Wall https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/87de86fd-d380-4ac8-8110-2e71bc0c9a42/Guidelines-home.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/aad0ca0a-d4b2-431d-887d-3568445f6bf4/Brand-moodboard2.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/338eaee8-271a-4534-99c1-02627ee694bd/Guidelines-color.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/7a2436c2-5bc4-4fd4-9d75-6c58f6c47142/800-Fulton-reception-entry.png Work - Aspen Dental Reception area with interactive experience https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/905e99f6-52b4-4319-badc-1d8561ac073a/LVTHN_changing-lives-2.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/5199f543-8f6c-4f9c-a709-0e4f1d4515dc/Brand-moodboard3.png Work - Aspen Dental Brand exploration moodboards https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/a570081c-ad05-4429-8c3c-9ff284d4e3c4/Guidelines-illustration.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/cdcd2338-9083-4e96-8014-0219ffa31b49/800-Fulton-reception-wide.png Work - Aspen Dental View back to reception https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/b61164fc-a5f6-467f-a711-f365823ade6a/LVTHN_journery-1.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/a513cec4-c7ad-4885-82a6-0e2904754042/Brand-moodboard4.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/632510b8-3a35-4c28-9b71-41c6fa6f55ba/800-Fulton-barista.png Work - Aspen Dental Aspen Market with social newsfeed https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/0224e83b-a7cf-4a4e-84cc-f78968fc5efc/LVTHN_journery-2.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c332508d-8ca5-409e-b75b-250734301aac/Guidelines-gallery.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/44b1ba85-ecc5-44e9-8660-e2533158073b/800-Fulton-cafe.png Work - Aspen Dental Café seating area https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/c9575950-2a36-4527-b515-a34b9c791905/LVTHN_timeline-2.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/7282a7f9-3d45-4398-ab10-dc08df708af9/800-Fulton-bleacher-wide.png Work - Aspen Dental Stadium seating with ticker tape messaging https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/a262995c-e07e-4c7a-ad57-a1b04d8f3dd6/LVTHN_timeline-1.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/f8bc990a-41fe-44d4-9d18-d474dae103f4/800-Fulton-bleacher.png Work - Aspen Dental Stadium seating and lounge area https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/28c51108-5bb7-4d93-a11c-1b114abededa/800-Fulton-servery.png Work - Aspen Dental Aspen Market food hall https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/d048eecc-361c-43dd-ba16-4526095d39dc/LVTHN_community-1.png Work - Aspen Dental https://images.squarespace-cdn.com/content/v1/5fecd0f48500a82fe9d18d37/6014bbd2-5774-4ad2-869d-f2bc7560958a/LVTHN_community-2.png Work - Aspen Dental