Resume

Overview

This dental practice, located in scenic Carmel, California, had recently undergone a major ownership transition. The practice needed a complete brand refresh, including a new name, logo, and marketing assets, to reflect its new leadership and brand.

I contributed to the creative direction and design from discovery through delivery, ensuring the new brand reflected the region’s natural beauty, aligned with the dentist’s vision, and supported the practice’s business goals during the transition.

• Rebrand the practice after a recent ownership change, including a new name
• Update an outdated visual identity to reflect the community’s coastal charm
• Create cohesive marketing assets to retain patients and attract new ones
• Deliver high-quality design on a tight timeline through close collaboration with leadership

• Contributed to a cohesive brand that reflected the practice’s updated name, ownership, and values
• Designed assets that strengthened patient trust and communicated the refreshed identity
• Delivered marketing materials supporting the practice during the ownership transition
• Created clear brand guidelines to streamline ongoing content and communications

1. Discovery & Stakeholder Alignment

• Collaborated with the dentist and team to clarify brand values, patient experience, and business goals
• Conducted local market research on demographics, psychographics, and community aesthetics to inform the branding process

Results

2. Visual Design & Branding

•Developed multiple visual concepts inspired by the region’s natural landscape and the calm, restorative feeling of the valley
• Iterated on designs based on feedback from the dentist and team to refine the brand direction
• Ensured design choices reinforced the brand as trustworthy, community-oriented, and modern

3. Collaboration & Design Execution

• Worked closely with design, marketing, dentistry staff, and external vendors to meet project timelines
• Contributed to the creation of new brand assets, including:
- Logo system
- Color palette & typography
- Appointment cards and informational materials
- Digital assets for website, social media, and Google Business profile
- Recommendations for exterior signage
• Incorporated feedback and collaborated with stakeholders to ensure a consistent brand rollout across all touchpoints

Design Approach & Process

Solution

The final brand identity blended local geography with a clean, modern aesthetic—reflecting the river that runs through the valley and the peaceful environment patients experience at the practice. The tone is calm, welcoming, and rooted in community pride.

Highlights of impact:
• Strengthened brand recognition within the local community
• Created a cohesive patient experience across digital and physical touchpoints
• Delivered a flexible visual system ready for future campaigns, signage, and marketing initiatives

The Challenge