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.
