Dustin Dubois
Design Director @The Aspen Group
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WORK HISTORY
Design Director @The Aspen Group
Chicago, IL, US
Led the full visual reinvention of Aspen Dental. Brand identity, digital experience, web presence — rebuilt from strategy to launch. Inherited a brand behind the times and left it competing with the biggest names in the category.What I built:Built from zero. Drove brand strategy, led research and discovery, then recruited and grew a multidisciplinary team of creative directors, experience designers, UX/UI designers and copywriters. Delivered a modern brand identity, a production-ready design system, and a 400-page website relaunched in under a year.The impact: Time spent on core pages up 60%. Cleaner user journeys, a brand that finally felt like somewhere worth being. Aspen Dental went from an afterthought in search to the top-ranked dental care site for AI-driven search.
ABOUT DUSTIN DUBOIS
I make brands easier to love and harder to forget. Then I build the teams that keep them that way.Fifteen years in. Agency side, in-house, everything in between. Citibank, Verizon, Sprite, TracFone. Most recently I led the full creative reinvention of Aspen Dental. Brand identity, design system, a 400-page website rebuilt from scratch. We went from a cluttered digital presence to the top-ranked dental care site for AI-driven search. Time on core pages up 60%. Good strategy and real craft, pointed in the same direction. I run human-led creative backed by AI workflows. Faster briefs, tighter iteration, more time for the thinking that actually matters. I lead with empathy and say what I mean. The best creative decisions come from real research and real conversations, so that\'s where I start. I invest in my team first. Get to know how they think, what drives them, where they want to go. People who feel genuinely seen take risks they otherwise wouldn\'t. That\'s where the juicy stuff is.Looking for a Creative Director, Design Director or Head of Design? Let\'s talk. Also capable of finishing a full sleeve of Saltines in one sitting. An absolutely relevant skill set.
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