Yesapalooza.
The welcome party brought “yes” to life through branded environments, graphics, and shared experiences.
Events, sports & brand experiences
A brand you
can step into.
Creative direction and production leadership for experiences that connected future doctors, practice owners, and teams to the Aspen brand.
From intimate VIBE recruitment sessions to multi-million-dollar leadership retreats, I set the creative direction and built the experience around it.
I led location scouting, event branding, and graphic production, coordinating designers, videographers, photographers, print vendors, and agency partners to carry one clear idea from the first invitation to the final moment on site.
01 / Leadership retreats
20 years.
One powerful yes.
Chicago marked Aspen’s 20th anniversary. I built the event around “20 Years of Yes,” celebrating the work of helping patients say yes to their oral health. The identity connected the Goodman Theatre, the Ritz, and South Shore Social beach club, carrying one story across every venue.
The Roaring Twenties.
The ASPY awards at Navy Pier celebrated the anniversary with a Roaring Twenties theme and a performance by DJ Khaled.
02 / Leadership retreats
One resort.
A complete transformation.
At the Princess Resort in Arizona, the event extended across the entire property. I set the look and design, then worked with production partners to transform the ballroom into a stage environment with stadium seating and carry the brand through every gathering space.
An ’80s welcome over the pool.
The welcome party was built over the pool, turning the setting into part of the experience.
An open-air ASPYs finale.
The awards took place outside, with a custom fireworks show to close the celebration.
03 / VIBE & recruitment
A first impression
with lasting potential.
VIBE sessions introduced dental students and prospective doctors to Aspen, helping them picture a future within the organization. Many also attended NASCAR events with Danica Patrick, connecting recruitment to the energy and access of Aspen’s sports partnerships.
04 / Nashville & recognition
Music City
Brand Champion.
In Nashville, I brought the event identity into the city’s musical character. At the Omni Hotel, we created a custom check-in desk and 20-foot window graphics. The meeting took place at the Country Music Hall of Fame, with a welcome party at the Wildhorse Saloon hosted by Nick Cannon. The 2016 retreat received Music City Brand Champion recognition.
Omni Hotel
A branded arrival.
A custom check-in desk and 20-foot window graphics set the tone from the first moment.
Country Music Hall of Fame
A setting with meaning.
The meeting connected the Aspen story to the character of Music City.
Wildhorse Saloon
A welcome worth remembering.
Nick Cannon hosted the welcome party, extending the experience beyond the meeting.
05 / NASCAR experiences
Shared excitement.
Stronger connections.
Aspen’s NASCAR partnership created another way to bring the brand into people’s lives, connecting race-day experiences, recruitment, and engagement with Danica Patrick.
Aspen Dental × NASCAR
Give people a reason to engage.
I led the creative direction for Aspen’s NASCAR brand experiences, connecting design, event materials, and communications around the partnership. Many prospective doctors attending VIBE sessions also joined NASCAR events with Danica Patrick, linking recruitment to a shared experience.
06 / In motion
See the experience
come together.
A selection of Aspen meeting experiences from Impact Communications, an agency partner I worked with on event production.