SmileDirectClub Marketing Cookbook

SmileDirectClub believed everyone deserved a smile they loved. At the same time, the company deserved to market itself with a set of unified guidelines to uphold its evolved brand.

I joined SmileDirectClub's in-house agency at a time when the fast-growing, direct-to-consumer teeth-straightening brand was stretched across 48,000 pieces of creative, with notable inconsistencies throughout. Under the guidance of senior creative leadership, I spearheaded work on an omnibus marketing "cookbook"—the company's first attempt at a comprehensive guide outlining key strategies, best practices, and creative guidelines across various channels and platforms. Similar to a traditional cookbook that provides recipes for preparing meals, this marketing cookbook served as a curated collection of guidelines and insights, including recommended approaches for different marketing channels, brand messaging guidelines, visual identity standards, and insights into target audience preferences.

The endeavor was primarily geared toward the brand's global expansion and budding partnerships with multi-lingual, global agencies completing the translation and versioning of creative work for markets such as Canada, Germany, Hong Kong and Australia. Additionally, the cookbook was also meant to serve as an onboarding/reference document where employees could learn optimal strategies for marketing the brand. It encapsulated everything we had learned and refined in a single point of reference, ensuring a unified and impactful brand representation.