In house design for one of the leading teledentistry platforms worldwide, democratizing access to teeth straightening in 13 countries and counting.
TEAM:
Creative Direction: Vincent Skyers & Tom Kettler
Art Direction: Josh Shearon
Design: Thomas Sloan & Julianna Cvetetic
SmileDirectClub began as a direct to consumer teeth straightening business in 2014. At 60% of the cost of braces, it can be a much more affordable and streamlined process for many customers with minor issues. SmileDirectClub has helped more than one million people transform their smiles through its pioneering telehealth platform for orthodontia. During me tenure, I worked with a remarkably talented team of in-house creatives and touched a breadth of work across multiple channels.
Working with the team on conceptual ideation and production design, we began with key market research findings. We looked at competitor offerings and took a firm stance on merging quality and affordability across the entire line. The goal was to grow SmileDirectClub’s footprint in dental care, while differentiating from other teledentistry competitors like Invisalign, Bite, etc. This enabled SmileDirectClub to take a more holistic view to oral hygiene, increase its credibility, and market to an increasingly captive audience.
TEAM:
Creative Direction: Vincent Skyers & Tom Kettler
Art Direction: Josh Shearon
Packaging Design: Ruby Jazz
Production & Design: Thomas Sloan
3-D & Videography: Brand New School
After an initial direct to consumer model, the business grew to a publicly traded international company. Under scrutiny by numerous media outlets, we found that some of our market was (understandably) hesitant to undergo this kind of treatment. There became an increased need for brick & mortar stores to push physical touchpoints with customers as well as house the product line in a retail space.
We carefully crafted a narrative around the customer experience and I created practical environmental solutions to reflect this journey. This required coordination with field managers, architects, commercial printers, install teams, and our copywriting and motion team. The groundwork laid during my time at SmileDirectClub is now in over 300 stores worldwide, with messaging and assets curated specifically for new diverse markets.
TEAM:
Creative Direction: Vincent Skyers & Tom Kettler
Art Direction: Josh Shearon
Design: Thomas Sloan & Julianna Cvetetic
Nashville Flagship Store
Beverly Hills Flagship Store
