Aspen Dental

Aspen Dental, one of the largest dental care providers in the U.S., was at a pivotal moment of growth — and needed a cohesive, modern brand to match.

As VP Creative & Content, I identified the need for a full brand evolution, built the business case, secured CEO alignment, and built a 10-person creative team from scratch to support it.

I spearheaded the rebrand across strategy, visual and verbal identity, and marketing expression — directing rollout across TV, digital, retail, recruitment, social, and corporate communications. I also led the full branding of the new corporate headquarters, including environmental graphics, wayfinding, digital displays, and brand storytelling installations.

In parallel, I reimagined the in-store patient experience in collaboration with Perkins+Will — work that contributed to 30% YoY customer acquisition growth.