Overview:
Generations of Smiles Magazine was created to elevate Smile Generation’s position from a trusted dental brand to a long-term healthcare partner. Through approachable storytelling and strategically curated visuals, the magazine connects oral health to lifelong well-being—building patient trust and reinforcing the brand’s broader mouth-body connection message.
My Role:
As Lead Designer and Art Director, I was responsible for:
• Setting the visual strategy for tone, style, and format
• Designing flexible, modular layouts for diverse content
• Leading the use of illustration vs. photography for clarity and emotional tone
• Collaborating across brand, strategy, and clinical teams
• Overseeing both print and digital production for consistent execution
Gathering Inspiration: A constant search for high-quality visual references that balanced medical credibility with warmth. This Pinterest board served as a living moodboard to guide the tone, texture, and emotional resonance of Generations of Smiles.
The Challenge:
Our guiding principle: Science should feel human. We used a hybrid visual approach to balance empathy and education.
Strategic Outcomes:
The magazine became more than a publication—it became a pillar of Smile Generation’s brand experience. It helped support in-office conversations between doctors and patients, extend the brand story across multiple channels (TV, email, social, regional events), and build trust with patients and unify messaging across generations and media.
↑ 239% Impressions (2021-2024)
↑ 176% growth in reads (2021-2024)
