Aspen Dental Refresh

Working with our largest client Aspen Dental, I not only focused on their brand refresh but also with the developers to redesign the Aspen Dental website.

Aspen Dental aims to provide dental care to individuals who do not have established dental routines or regular dental provider. The typical Aspen Dental patient as middle-aged and struggles to afford their day-to-day expenses, or someone who sees dental work as "scary" and therefore may only see a dentist for dental emergencies.

Designing with the patients in mind, we elevated the brand with refreshed colors, typography, photography, logo and website. We accomplished our goal by keeping all said elements bright, friendly, and approachable. We avoided all the “scary” dental depictions or troupes. Patients should feel that they are not only getting quality dental care.

Deliverables

Identity Refresh,
Website,

Team

Markus Kawamura, ECD Art Direction
Graham McCann, ECD Copywriting
Daniel Alves, Art Director
Andrea Novo, Designer

Blue background with the white text 'ÅspenDental' in the center.
An elderly man and woman jogging outdoors on a sunny day surrounded by trees.
Blue background with the words "simply easier" in white, lowercase letters.
Group of dental professionals in white coats smiling and talking in a dental office, with a monitor displaying dental X-rays in the background.
A series of slides showcasing different logos and branding elements for Aspen Dental, including the main logo, a Nascar logo, a Lockup, an Icon, various tagline versions, and Tooth Fairy logo, all on a blue background.
Logo design process for Aspen Dental, featuring the text 'Aspen Dental' in white font on a light blue background, with grid lines and circles indicating design planning.
A woman with short, platinum blonde hair riding a pink bicycle outdoors, smiling broadly, with trees and a building in the background.
A collage of presentation slides for Aspen Dental's branding and logo guidelines, featuring logo variations, color palettes, typography, and design standards.
Two male dental professionals reviewing a document together in a dental office, with the Aspen Dental logo visible on one of their uniforms.
Smiling elderly woman with white hair hugging a smiling young girl outdoors in sunlight.
Color palette chart displaying six colors: dark blue, Aspen blue, green, orange, light blue, teal, and white with their color codes and RGB values.
A collage of four images featuring different objects and backgrounds: the first image shows toy blue race cars on a black surface, the second displays green apples and white wireless earbuds on a white background, the third features white toothbrushes on a blue background, and the fourth shows white tubes of cream and smartphones displaying calendar apps on a green background.
Sample digital font chart with uppercase and lowercase letters, numbers, and symbols on a blue background.
A typography style guide showcasing different Gotham font styles with sample text and descriptions for each style on a blue background.
A man with short gray hair driving a convertible car and smiling. The sky is bright and clear. The logo and slogan of Aspen Dental are visible in the upper right corner.