Photography

The Aspen Dental story is about connecting with people and communities to create better care, better smiles and better lives. Every image we create has to tell this story. Every time.

People

Aspen Dental puts people first. It’s only natural that we do so in our photography, as well. So what do our people look like—from our patients to our care teams? Down to earth. Diverse. Human. Happy. There’s nothing canned or forced about them. We’re real people living real life to the fullest.

Examples

Patient alone

Patient with doctor

Patient portraits

Individual employee

Employee Portraits

Employee teams

How to capture

Our photographs of people should feature candid, confident and joyful moments. Try to use real Aspen Dental dentists, hygienists and specialists whenever possible. There’s always lots of natural light and negative space. Composition is simple and uncluttered. Subjects are a diverse mix of backgrounds and perspectives.

Capture candid, confident and joyful moments in people's lives.

Subjects should always be shot in environment, using simple, slightly blurred backgrounds.

Focus should always be on the main subject with a straight-on angle—and their smile should always be shining bright.

Scenes should have natural, bright lighting that conveys the happiness of having a great smile.

Keep in mind our diverse audience segments, ranging in age from 23 to 75, with our main target being 55-plus.

Places

In all our photography, we focus on our practice settings, not our corporate settings (we prefer to be the folks behind the scenes). Our brand is about breaking down barriers in dentistry. That means friendly and familiar exteriors, and warm, inviting interiors that show human interactions with technology.

Examples

Our practices (exterior)

Our practices (interior)

Close-up detail shots (still life)

Innovation (x-rays)

Innovation
(in-office technology)

Innovation (other)

How to capture

When capturing exterior office shots, avoid distracting backgrounds, such as utility wires, poles or dumpsters (they’ll need to be edited out). Interior shots should not feel overly staged. Tell a story that captures a moment in time. As always, use natural light sources as much as possible.

Proper safety gear and precautions should always be displayed.

Always include human interactions when spotlighting technology.

Exterior environments should always be simple, warm and welcoming.

Make sure our branding is prominently displayed in both exterior and interior shots.

Detail shots should focus on the subject matter, with backgrounds slightly blurred.

Events

Aspen Dental events are our time to shine. We celebrate our wins, recognize our own and face our future with gusto. As such, our event photography oozes personality and energy. There’s an undeniable team spirit that ignites every frame. Key themes include camaraderie, celebration, education and support.

Examples

Camaraderie

Thought leadership

Education

Environment
(themed parties)

Environment (competitions and games)

Award ceremonies

How to capture

When capturing events, shoot for candid, celebratory moments of genuine connection and delight. Keep it real but appropriate. Add depth by shooting off-center.

Capture moments of genuine connection between our team members. Be sure to focus on peoples' faces while they're interacting.

Focus on the opportunities our events can provide—meetings, celebrations and rewards for great work.

Events are central to who we are. Capture the real emotions our attendees are feeling.

Every event is unique, shooting the environment helps us remember these special moments in time.

Camaraderie is at the heart of our events. Group shots taken from various angles bring interest to our celebrations.

Product photography

Our product photography should be unique to Aspen Dental, because our products are unique to us. Only Aspen Dental has on-site labs to create dentures in a day, and our quality is second to none. Our photography should capture the details of our products, while also making them appear clean and comfortable.

How to capture

All products should be shot against our brand's light blue color background (hex #E3EFFA), using diffused, soft white lighting.

Our products are all about comfort and ease. They should be shot from all angles, so customers can understand the quality and detail that goes into them.

Lighting should be soft and white, with minimum shadow. Products should appear clean, simple and uncluttered, with diffused lighting that makes them appear soft and comfortable.

Headshots

At Aspen Dental, our network of teams is strong. Everyone is focused on the same purpose of helping patients get the care they need, today. Let's show our strength in numbers by capturing all our professionals in the same manner, showing that when we come together, anything is possible.

How to capture

All headshots should be captured against our light or medium blue brand palette backgrounds (hex #B9DEFA or hex #E5F2FF).

All individual headshot should have with soft bright lighting with barely a drop shadow.

Whenever possible, make sure the subject is wearing clothing that is Aspen Dental branded.

Shoot subjects from straight-on angles and side angles only. Keep depth of field close. Only shoot from the chest up. Capture their entire head.

Keep hair, makeup and nails clean and simple, and be sure to show that smile!

Photos as cutouts

The Aspen Dental Cutout features images of people that partially “pop out” of the frame. It’s used to add three-dimensional energy and interest to hero images of people only. Choose images with uncomplicated backgrounds and a whole foreground that can be completely cropped outside of the frame. Cutouts are always used with either the Aspen Dental Peak or the “A.”