Aspen needed a rebrand, both inside and out. They needed to change perceptions: not only patients’ and customers’, but the dental industry, too.

I helped create an ambitious recruitment campaign 👇 to attract more, better talent from the pool of young dentists and dental students.

I led the way on a huge brand/style guide 👇, working with Aspen’s creative team and marketing executives. I touched every single page. It’s still one of the best brand books I’ve ever done.

All that brand work came together in a full website redesign 👇, rethinking the Aspen site from scratch.

I wrote ads that broke through👇 the noise, following the new brand guidelines.

And I planned a social 👇 strategy, including a new messaging map and post formats.