Making healthcare
feel more human.
Connecting brand strategy, patient experience, and recruitment across a growing healthcare portfolio.
I joined Aspen Dental as an interactive designer when it had roughly 100 locations. Over the next eleven years, I grew into Director of Brand, leading a team of designers and project managers as the organization expanded nationally.
My work connected the brand to the experiences that made it tangible: a calmer dental visit, a clearer career story, care on the road, and new identities for emerging healthcare businesses.
Aspen locations when I joined
Locations by the end of my tenure
Building the brand through national growth
A consistent brand.
A more human visit.
I led the organization-wide rebrand, connecting the identity and messaging to offices, marketing, and the patient experience. A shared system gave teams a clear foundation as the business grew.
Research shaped the experience.
Patient and staff insight informed the office redesign. I rethought the flow, language, and environment to make a dental visit feel less intimidating.
Forward flow. A circular journey kept patients moving through their visit.
A shared conversation. Half-moon consultation desks put people alongside the office manager.
Room to breathe. Nature-inspired design, ceiling imagery, and a central lounge supported a calmer experience.
A career people
could picture themselves in.
I led recruitment marketing across digital, print, and experiences, translating the benefits of Aspen into a coherent story for future providers and practice owners.
From a first conversation to a shared experience.
Trade shows and VIBE events introduced dental students to the opportunities at Aspen. Large-scale leadership meetings brought the same brand story to life for teams across the organization.
Care that
goes further.
I led the creation and design of the Healthy Mouth Movement MouthMobile, including its exterior and interior. The mobile dental office brought a welcoming, unmistakably Aspen experience to care on the road.
A new identity.
A clearer promise.
Following the acquisition of Five Star Urgent Care, I led the rebrand to WellNow, including naming, positioning, visual identity, and office design. I then led the rollout across locations and patient-facing materials.
Built from the beginning.
I led the naming, visual identity, and office design for TurningPoint Dental Implant Center, bringing the brand and patient environment together from the start.
