Sensodyne

In 2018, data revealed that over 2/3 of Sensodyne’s traffic came from mobile devices, yet the existing experience wasn't optimized for on-the-go care. My team was tasked with a complete responsive overhaul that needed to be strictly ADA compliant while balancing "high-science" credibility with consumer approachability.

Year

2018

Scope

Branding, UI, Website Refresh

Timeline

2015

I led the pilot program for Adobe XD and Adobe CC Libraries within the agency. By establishing these new workflows, we ensured seamless art direction across web content and banners, allowing for rapid prototyping and consistent design systems.

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The Website Refresh

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We implemented a "clean clinical" aesthetic that built trust. The new information architecture guided users from problem identification to product solution, resulting in an 80% increase in website usage in the first month.

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Rapid Relief Product Launch

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Capitalizing on the 2018 Winter Olympics, we connected the visceral feeling of cold/speed with the product promise. We used first-person POV skiing imagery and speed metrics to reinforce the "Rapid Relief" message.

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The Impact (Rapid Relief Launch)

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746% spike in website traffic within 24 hours.
257% sustained increase in site traffic.
4 Million YouTube masthead engagements.
2x increase in YouTube subscribers (to 14k).
Award: 2018 MM&M Award Winner.

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In 2018, we also won an MM&M Award

Deep Clean Campaign Extension

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Visualized "foam" and "freshness" to position Sensodyne as an authority on overall oral health, not just sensitivity.

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National Geographic

Designed digital activations for "Chasing Genius" with National Geographic, elevating the brand from "toothpaste" to a partner in innovation.

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Awwwards