ADA SmileCon

Reimagined annual members' meeting, launched in 2021

SmileCon Twitter graphic reading Big Smiles Ahead
SmileCon™ is the ADA's premier in-person event, taking place in a different location yearly. This meeting brings dentists and their teams together with exhibitors and top continuing education talent from across the U.S. and abroad.  
After its launch in 2020, SmileCon's brand identity has been thoughtfully and carefully crafted – bringing an exciting, inspiring experience to attendees that finds a balance between familiar and fresh. As the SmileCon brand creative director, I work closely with internal teams and stakeholders, setting creative direction and executing or overseeing internal marketing materials. Collaboration with our external partners, including Freeman and PRG Event Services, bring on-site graphics and environments to life. 
Image of several magazines showing SmileCon Ads

Initial marketing pieces, including print and digital ads, introduced the theme of Meet–Play–Learn to the audience.

Image of smartphone and illustrating a 5-panel Facebook carousel ad
Image of smartphone and illustrating a 7-panel Facebook carousel ad

Facebook Carousel Ads – 5 and 7 panel versions

A robust, user-friendly events app was fully revamped in 2024 resulting in a significant rise in attendee use YOY.
I was fortunate to not only lead design, but to work directly with the internal team and developers to ensure user adoption.

image of 2 overlapped postcards advertising SmileCon to attendees

Select Postcards Sent to Past and Potential Attendees – 
Registration Opening Announcement (top) and Regional/Local Mailing List (bottom) Versions

Image of repeated covers of the Social Media Guidelines for SmileCon

Social Media Guidelines for Speakers (cover, above; interior spread, right)

Internal pages of the Social Media Guidelines for SmileCon
Rotating graphic of a laptop showing pages from the SmileCon Exhibitor Prospectus
SmileCon Badge Image

Completely New Badge Design

Onsite staff and volunteers receive branded t-shirts so that
they're easily identifiable and comfortable enough to have fun.

Button Quest, introduced in 2023, made a huge splash with attendees and was expanded for 2024

Working closely with our onsite partner, Freeman, design themes developed for cross-channel marketing
during the year were carried throughout the event space. (photo credit: E3 Photography)

This is a small selection of items created for SmileCon; others included a full suite of logos and full-length and quick-look style guides, swag (water bottles, socks, pop sockets and more) and branded merchandise for sale, full multi-channel ad campaigns, toolkits for speakers and exhibitors including marketing materials for their use, sponsor opportunity look book, PowerPoint templates and additional internal- and external-facing communications requiring branding. SmileCon is a high-touch member experience and the team has worked hard to ensure a consistent feel that encourages every participant to Meet, Play, Learn & Smile.