Two healthcare professionals, one woman with glasses and face mask, the other woman with short hair, are in a dental or medical office. They are examining a patient lying on a dental chair with a dental X-ray or 3D scan displayed on a monitor. The room has a white clinical appearance with a dental light overhead and various medical equipment.

+ A SHARED PURSUIT OF GREAT DENTISTRY

+ A SHARED PURSUIT OF GREAT DENTISTRY

SPEAR logo in blue text on a white background. 
SENIOR ART DIRECTOR · BRAND SYSTEMS AND EXPERIENCE DESIGN

The challenge was to unite Spear’s education, clinical, and practice-growth services under one clear brand while helping dental professionals navigate the right offering for their stage of development and practice. I helped shape a connected system that clarified each ecosystem and strengthened the shared sense of community across the profession.

clinical excellence, stronger teams, and lasting growth.

A HOLISTIC ECOSYSTEM BUILT TO ADVANCE DENTISTRY.

An integrated approach connecting clinical education, practice growth, team development, and lifelong professional mastery.

BRAND SYSTEM
Color palette with six color swatches labeled Peri, Spear Mint, Violet, Spear Blue, Navy, and Skye, each with their respective hex codes.

  • Dentistry is no longer defined by technique alone.

    Spear reframes excellence as a shared pursuit—where clinical judgment, collaboration, and lifelong learning raise the standard of care.

  • Most education stops at information. Spear turns knowledge into action.

    By integrating clinical expertise, collaboration, and practical implementation, the brand helps dental professionals deliver better care and build stronger practices.

  • The creative direction centers on people, progress, and shared excellence. Through authentic moments and purposeful storytelling, the brand frames growth not as an individual pursuit, but as a collective one. Authority is expressed with confidence, humility, and clarity.

  • The visual system balances clinical precision with human connection. Photography captures authentic moments that reflect trust, collaboration, and shared excellence. The result is a brand that feels modern, approachable, and grounded in clinical excellence.

PLATFORM RELAUNCH

A NEW GENERATION OF LEARNING

Screenshot of an online dental practice management platform showing tabs and sections labeled Front Office, Hygiene/Assistant, Doctor, Most Watched Minutes, Team Members, Kirkland Family Dentistry's practice details, OSHA & HIPAA Compliance Essentials course, and Completed Assignments with a blue color theme and user interface elements.

Lead-generation and sign-up goals exceeded 200% by repositioning uncertainty as the first step toward growth. Through emotional storytelling and simplified pathways to expert education, the campaign inspired practitioners to take action with confidence.

Spear Online Platform
A webpage with bold blue text stating, 'Your patient got kicked in the face by a horse. (Yes, really.) Here's how Spear faculty handled it.' There is a cartoon image of a horse with an exaggerated, humorous angry face and teeth showing. A blue button with purple arrow says 'Watch the Case.' The bottom text promotes starting a free account, with the Spear logo in the corner. 
COMMUNICATION SYSTEMS

Designing for Alignment

A shared visual and messaging framework gave internal teams and external partners clear rules for representing Spear across education, growth, partnerships, and campaigns.

A digital infographic with blue background comparing branding elements like primary logos, co-branding, and logo placement, featuring images of a woman and a man, and includes text, logos, and a QR code. 
LEARNING ARCHITECTURE

CREATING A CLEAR PATH TO MASTERY

The core curriculum was organized into a progressive learning framework that helped clinicians understand where to begin and how to advance. See It developed diagnostic awareness, Do It built foundational clinical skills, Protect It focused on creating durable outcomes, and Perfect It led into more advanced mastery.

A promotional graphic for dental health featuring four sections. The first section, 'See It,' shows a close-up of an open mouth with a magnifying glass on a tooth. The second section, 'Do It,' displays a hand holding a dental syringe. The third section, 'Protect It,' has an illustration of a dental chair and equipment. The fourth section, 'Perfect It,' shows a smiling mouth with sparkling teeth and a badge that says 'Proven Results.' 
INTERNAL CULTURE SYSTEM

ALIGNING HOW THE BRAND IS LIVED

STRIVE translated Spear’s values into a clear internal framework for how employees work together and serve customers. The system defined six shared behaviors—Service-Oriented, Trustworthy, Responsible, Innovative, Vested, and Empowering—giving teams a consistent standard for decision-making, collaboration, and customer experience.

The image displays the word 'STRIVE' in large blue block letters, with a series of words and symbols surrounding it. Below, it says 'SERVICE-ORIENTED,' 'TRUSTWORTHY,' 'RESPONSIBLE,' 'INNOVATIVE,' 'VESTED,' and 'EMPOWERING.' Each word is accompanied by a small symbol next to it. 
EVENT EXPERIENCE

A Community Built to Grow together

From the exhibit environment and campaign promotion to collateral and attendee touchpoints, the Summit experience brought the brand to life around learning, connection, and growth.

Trade show booth for SPEAR with signs that say 'Learn. Connect. Grow.' and 'Want to Add More ALINER Cases?'. Several people are engaging with booth staff, browsing displays, and talking in a large conference hall.
Trade show booth for SPEAR with a large white sign asking if growth is mapped out or left to chance, with the message to make growth predictable. The booth has pamphlets, a white cap with SPEAR logo, and people engaged in conversation.

Video production and editing by the Spear Video Team.

People walking through a conference lobby with decorative hanging art and signage for event sponsors, including align, BRASSELER, and OVERJET, in a modern hotel or convention center.

“Working with Stephanie was an extraordinary experience that consistently exceeded expectations.

Her ability to transform requirements into innovative concepts that resonate with audiences is exceptional. With a deep understanding of both EdTech and complex dental topics, she created compelling visuals and copy that were instrumental to our success. Equally important, her empathy, leadership, and collaborative spirit made her a joy to work with.”

— Ashleigh Stanford, VP of Marketing, PracticeTek

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