Aspen Dental

Aspen Dental, one of the largest dental care providers in the U.S., was at a pivotal moment of growth and lacked a cohesive, modern brand system to support its expanding marketing, retail, and patient experience.

As VP Creative & Content, I identified the need for a full brand evolution and built the business case for a rebrand, securing executive and CEO alignment and building and leading a 10-person creative team from the ground up to support it.

I spearheaded the rebrand across strategy, visual and verbal identity, and marketing expression—directing the development of brand guidelines, templates, and a comprehensive rollout across TV, digital, retail, recruitment, social, and corporate communications while working closely with marketing leadership and the C-suite to ensure alignment and adoption.

Beyond marketing, I led the full branding of the new corporate headquarters, directing environmental graphics, wayfinding, digital displays, UX, and brand storytelling installations to translate the brand cohesively into the physical workplace.

In parallel, I led the reimagining of the in-store customer experience in collaboration with Perkins+Will, extending the brand across retail and experiential environments at scale and supporting broader marketing initiatives that contributed to 30% YoY customer acquisition growth.