​TAG - The Aspen Group

Transforming Healthcare Brands Through Strategic, Story-Driven Design
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At TAG – The Aspen Group, I led brand design across Aspen Dental, WellNow, and TurningPoint, shaping in-office experiences, branded materials, national campaigns, and naming systems. I partnered with executive and marketing teams to build scalable brand frameworks that inspired patients, empowered providers, and elevated trust across every channel.

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 Aspen Dental

• Led brand expression across 600+ locations through in-office design, branded materials, and internal engagement campaigns.
• Brought healthcare into the cultural spotlight with bold campaigns like the Turbocharged Tooth Fairy, featuring Danica Patrick and Tony Stewart — driving national buzz, spikes in appointments, and a new narrative around oral health.
• Developed recruitment branding and corporate identity systems that united internal teams and attracted top talent.​
• Extended the brand into activations like MouthMobile and national sports partnerships, bridging access and awareness through emotionally resonant experiences.

Corporate Identity

In-Office Rebrand 

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Aspen Dental Mouth Mobile 

As Brand Director, I led the team behind the design of the Aspen Dental MouthMobile—a fully functional dental office on wheels, created to bring free care to veterans across the country.

From the exterior wrap to the interior experience, every detail was thoughtfully crafted to feel welcoming, dignified, and brand-consistent. The outside needed to stand out on the road and signal purpose; the inside needed to deliver a seamless, clinical-grade experience—within the space constraints of a mobile unit.
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This wasn’t just a design challenge. It was a mission-driven opportunity to bring care to those who’ve served—and to make a brand promise physically real.

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Recruitment Marketing Materials 

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Tradeshow Booths

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TurningPoint Dental Implant Center

• Partnered on naming, brand identity, and spatial design to introduce a modern, patient-first implant care experience.
• Designed in-office environments and branded systems focused on clarity, confidence, and emotional reassurance.

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Wellnow Urgent Care

When TAG acquired a set of urgent care clinics, I led the full rebrand—from strategy to execution.

Starting with naming and positioning, we created a brand rooted in clarity, confidence, and care. From there, I developed the logo, identity system, and brand guidelines, designed to flex across digital, print, and clinical environments.
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I also led the rollout of all in-office branding materials—from signage and wayfinding to environmental graphics—ensuring the experience felt seamless, welcoming, and distinctly WellNow.