Design + Art Direction
2025
brand identity refresh
My Role(s): Associate Creative Director / Design Lead
Agency: Dentsu Creative
Executive Creative Director/Copywriter: Ryan Egan
Strategy: Kevin McHugh, Aaron Arellano, Alec Pavlich
Sr. Designer: Jihye Bang
UI Designers: Susan Luc, Joey Brown
As Canada’s largest network of dental practices, Dentalcorp’s brand communication system lacked sufficient impact, failing to truly capture its vibrant potential or deeply engage its diverse audiences. Our mission was to revitalize the corporate brand, creating a cohesive identity that speaks dynamically to everyone from investors and partners to potential employees and students.
A critical piece of this evolution was honouring the brand equity already established by their existing logo icon. Because this asset held significant value, we chose not to replace it, but to thoughtfully refine its shape for more flexible use. Alongside this refined icon, we introduced contemporary typography and a distinct and elevated colour palette, building a powerful, flexible graphic system rooted directly in the shape of the icon itself.
As Design Lead, I spearheaded the evolution of the brand’s visual identity to strike a balance between a dependable, trustworthy, and respectable institution, and an approachable, welcoming community. I led the team in developing comprehensive guidelines and scalable templates across print, digital, and social channels, ensuring Dentalcorp now projects a unified and impactful presence across all stakeholder touchpoints.