Motto
Aspen Dental set out to create a direct-to-consumer clear aligner brand to enter a fast-growing category defined by high-cost orthodontics and DIY disruptors.
As VP Creative & Content, I led the creative direction in partnership with Red Antler — guiding naming, brand strategy, and overall expression to position Motto as a smarter, dentist-guided alternative.
I directed the brand end-to-end across identity, packaging, retail environments, patient education, digital tools, and launch communications. I also oversaw the in-office Motto experience, including environmental design, signage, and branded treatment spaces.
Motto launched as a distinct service line within Aspen Dental — making expert-led clear aligner treatment more accessible, without sacrificing clinical credibility.
