Maven Dental
A bold new era for dental marketing.
Industry: Healthcare Marketing
Client: Maven Dental (Abano Healthcare)
Role: In-house Brand & Creative Lead
Maven Dental wasn’t just overdue for a rebrand; it needed a complete reinvention.
Dentistry has long been stuck in a sterile, clinical visual loop, and I saw an opportunity to change that. The new Maven brand would be bold. Confident. Colour-driven. And emotionally focused.
As the in-house lead designer at Abano Healthcare, I underwent the full-scale brand refresh; building an entirely new campaign system that brought bold, emotional, and personality to every patient interaction. What started as a visual uplift quickly became a strategic toolkit for every clinic touchpoint, from social media, email, website, practice signage, campaigns to print campaigns and digital ads.
From Boring to Bold
The old identity relied on generic white backgrounds, cut-out stock images, and predictable design. It looked like 2005. Safe, but boring and forgettable.
And I wanted to flip that.
The new direction brought forward the punchy brand colours that were forgotten, cinematic and lifestyle photography, and real smiles. We didn’t want the "perfect teeth" veneer look — we wanted something more honest. Confident smiles. Joyful moments. Caught in motion. A visual experience that made people *feel* good about going to the dentist.
Each campaign focused on the lifestyle and emotion, not the service. It was about life post-treatment: the smile at a wedding, the confidence at the beach, the joy of biting into something again.
A Strategic Colour System
To scale the creative across service lines, I designed a tiered colour system — assigning distinct palette pairings to each category. This made campaigns instantly recognisable, easier to brief, and more visually exciting.
New Patient Offers
Teal + Yellow — Fresh, modern, energetic
Cosmetic & Veneers
Coral + Yellow — Beauty-led, youth-focused, slightly fashion
Implants
Purple + Teal — Mature, confident, trustworthy
Teeth Whitening
Teal + Light Blue — Clean, calming, ideal for wedding expos
Aligners
Yellow + Teal — Bold, clean, attention-grabbing
Kids Dental
Light Blue + Rainbow Accents — Playful, fun, welcoming
Each tier had its own campaign playbook. Visually distinct. Strategically aligned.
Cinematic Campaign Creative
Every visual was designed to feel premium and personal.
- Talent was styled to match their palette — hair, wardrobe, makeup, backgrounds.
- Focus was on real smiles, real expression — not retouched to fix the natural crooked tooth. We didn't want perfection.
- Imagery and layout embraced full-bleed colour and confident compositions.
Think less 'clinic brochure,' more 'editorial billboard.'
Asset Suite
The brand refresh rolled out across:
Social media campaigns
Paid ads (meta and Google)
Email marketing
Flyers and brochures
In-clinic posters
National campaign rollout guides
Event signage and expo assets
Activations
Cinema Promotion
TVC Campaigns
Website
Magazine publications
Every asset followed the new visual system — making it easy for teams across 100+ practices to stay on-brand.
Results That Mattered
This wasn’t just a rebrand for the sake of aesthetics.
Campaign click-through rates increased across emails and ads
Booking conversions improved — especially in New Patient and Cosmetic campaigns
Internal teams (marketing, clinical, and ops) adopted the new templates without resistance
Patients noticed — and responded
The shift was clear: Maven Dental no longer blended in with competitors. It stood out. On screen, in print, and in memory.
Final Word
Design has power when it’s more than decoration — when it tells a story, simplifies systems, and gives brands the confidence to show up boldly.
That’s exactly what this refresh did.