Richelle Albrecht Portfolio

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/Odyssey Creative, brings on-site graphics and environments to life.

Animated social post (see the orginal)

A robust, user-friendly events app was fully revamped in 2024 resulting in a significant rise in attendee use YOY – an increase of nearly 20%. I was fortunate to not only lead design, but to work directly with the internal team and developers to ensure user experience reflected both marketing materials and onsite experience

Direct mail – folding piece sent to past and potential attendee lists; mailing panel not shown

Exhibitors and prospective exhibitors receive a PDF prospectus outlining reasons to exhibit, stats and links to streamline the reservation process

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

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

Updated Badge Design

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

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 style guides, swag (water bottles, limited edition socks each year, custom plushies 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.