Henry Schein ONE — Sr. Creative Director
A new name needs a new standard.
I built the identity and creative system for a Fortune 500's newly formed dental-software brand — and gave it a launch moment the category had never seen.
The Challenge
Henry Schein — a Fortune 500 distributor of medical and dental supplies — had gathered a family of established dental-software products (Dentrix among them) and decided to bring them under a single new umbrella: Henry Schein ONE. The name was set. What it didn't have yet was a brand — an identity, a standard, and creative worthy of the parent's reputation. The in-house creative team was small and ready to be elevated.
My Role
I was recruited as Sr. Creative Director to give the new brand its identity and raise the bar on the creative — building the brand from the standards up, leading a small in-house team, and directing agency partners across production. Owning the agency relationship end to end was a new lever for me, and a good one.
The Approach
Anchor the brand in a real system. I built a complete, usable identity — a strong color palette, brand guidelines, an illustration style, typography, and the templates to carry it — so Henry Schein ONE could show up consistently everywhere from day one.
Make the splash where this category actually lives — trade shows. In dental software, the trade-show floor is the arena. So rather than a nicer booth, I set out to build an experience no competitor was attempting.
Brand guideline spreads, template system, sales one-sheets.
The Work
A full brand system, plus a trade-show experience the category hadn't seen.
Full Brand System
Identity, brand guidelines, illustration style, color, typography, templates, email templates, trade-show standards, and one-sheet sales guides — everything the brand needed to run.
Immersive Trade-Show Experience
A floor-to-ceiling LED room with 4D wind and water effects and an original, high-energy action film built to dramatize the power of the software — complete with stunt performers and cinematic set pieces. A genuine spectacle on a floor full of sterile booths.
Dentist Testimonial Films
Dentist testimonial films shot on location.
The immersive booth — LED room, film stills, behind-the-scenes; this is the showpiece.
The Outcome
I launched Henry Schein ONE with a complete, self-sufficient brand foundation — a system the organization could carry forward without a senior creative leader in the seat — and gave the new brand a launch moment that made the category look twice.