Before the Redesign: Legacy interiors and marketing materials, while consistent, lacked the modern aesthetic and educational clarity needed to support oral-systemic health conversations. The experience needed to evolve, inviting patients into a more immersive, trusted, and value-driven brand environment.
Overview:
This initiative reimagined the dental office experience to serve modern patients better—transforming physical spaces into intuitive, welcoming environments that reinforce trust, clarity, and comfort. Rooted in months of ethnographic research by Continuum, the project addressed not only design and messaging but also the emotional journey of patients from the moment they feel pain to the moment they walk out the door.
My Role:
I began this project as an individual contributor, but COVID-19 had other ideas. After a company-wide layoff impacted nearly 90% of the team, I became the sole creative lead responsible for bringing the vision to life. I translated Continuum’s research into actionable visual and messaging systems, led the development of signage, templates, and iconography, audited legacy assets, and built scalable rollout systems—all while ensuring the new tone stayed aligned: confident, trustworthy, optimistic, and simple.
ReBrand
The Challenge: Turning Insights Into Action
In partnership with an outside agency, Continuum, we conducted extensive research, including interviews with patients and dentists, journey mapping, and multi-sensory experience exercises. Our strategy centered on addressing four key patient needs:
Convenience: Make the experience simple, intuitive, and respectful of patients' time.
Welcoming Tone: Ease anxiety and create a space that feels comfortable and inclusive.
Trustworthiness: Build credibility and transparency into every touchpoint.
High Quality: Visually and experientially signal clinical excellence.
Key Deliverables
Exterior Signage & Window Slicks: Clear, high-contrast templates designed for visibility and accessibility.
Reception & Consult Room Graphics: Educational walls, framed visuals, and wayfinding systems to reduce stress and spark curiosity.
Clinical Area Messaging: Posters and infographics supporting transparency and reinforcing oral-systemic health.
Patient Journey Mapping: Identified emotional inflection points to improve experience across arrival, treatment, and checkout.
Mouth-Body Connection Wall & Same-Day Dentistry Displays: Visually immersive, museum-style touchpoints designed to simplify complex health messages.
Digital Tools: Recommendations and concepts for operatory consult screens and patient portals that integrate MyChart with visual storytelling.
Visual & Messaging System
Tone of Voice: Designed to feel human, direct, and helpful—not clinical or overly promotional.
Visual Style: Neutral, light palettes with warm wood tones, soft textures, and clean layouts.
Typography & Icons: Friendly and legible type hierarchy with unified, rounded-line iconography.
Multi-Sensory Design: Layered inputs like calming music, natural materials, and gentle lighting reinforced emotional comfort.
Together, we:
• Defined a premium-positioned brand promise
• Developed a tone & voice guide to unify her messaging
• Built a full-year content calendar with patient-centered, emotionally intelligent posts
• Rewrote all website copy to reflect a first-person, empowering voice
• Created design templates for social media
• Developed a creative brief for her brand photography
• Modeled revenue strategies and helped her see what growth looks like
