Smile Brands Refresh Campaign

Smile Brands is a leading provider of business support services to dental groups, with over 600 affiliated dental offices across 29 states. This allows dentists to focus on delivering excellent patient care. Their mission, "Smiles for Everyone," reflects their commitment to making quality dental care accessible to all. I played a key role in the art direction and development of the refreshed visual identity for Smile Brands, ensuring the new branding better reflected their mission and company culture. Our goal was to communicate the importance of inclusive dental care, so we created a suite of new posters and direct mailers that emphasized diversity and accessibility. Working closely with the team, I helped develop hand-drawn patterns and icons to give the brand a more human, approachable personality. Additionally, I proposed a website redesign to further enhance the brand’s presence and reinforce the updated visual identity.

Advertising, Campaign, Illustration, Website Design, Visual Design

Agency: AkinsParker | Creative Direction: Tony Jones

I designed counter cards, direct mailers, and an out-of-home campaign to help boost visibility for the Smile Brands visual refresh.

To give the brand a human touch, I hand-drew several icons that are used to highlight certifications, dental tips, and promotions throughout the visual identity system.