External Communications Campaign | ALD
PROJECT OVERVIEW:
ALD, the world's oldest laser dentistry educator, sought to refresh its annual conference's image and celebrate its 30th anniversary. Tasked with igniting a new visual direction, a campaign intended to elevate the event's prestige as dentistry's most respected laser meeting was required. This strategic design direction aimed to captivate potential attendees, promising a conference experience unlike any other.
ROLE:
Communications consultant, managing a small team of graphic designers and copywriters through all design stages through to delivery and closeout.
IDEATION:
Inspired by the vibrant essence of Dallas, the ad was designed to evoke a sense of place and prestige. The lush greenery and urban skyline served as a metaphor for the cutting-edge knowledge and advanced practices shared at the conference. The goal was to create an ad that was both informative and visually captivating.
CAMPAIGN CREATION PROCESS:
1. Consultation: Engaged with the ALD's Board of Directors to capture their vision and key messages.
2. Design: Crafted a visually-arresting ad, harmonizing colors, fonts and layout to reflect ALD's brand while bringing a modern flair to differentiate from previous ALD branding.
3. Copywriting: Wrote engaging and precise text to highlight conference features that Board members were most proud of, such as advanced credentialing, PBM training, and emerging technologies.
4. Refinement: Iterated on feedback to perfect the ad, ensuring clarity and impact.
IMPACT AND REFLECTION:
The ad culminated in a powerful trifecta: education, commerce, and location. Set against the backdrop of Dallas, a global hub for dental innovation, the imagery showcases both the city's verdant landscape and its impressive skyline. Stunning visuals and concise, powerful text captured the attention of potential attendees, embodying the conference's blend of cutting-edge innovation and esteemed tradition.
2023 saw the highest attendance in the event's 30 year history.
