Aspen Dental provides administrative and business support services to independently owned, Aspen Dental-branded practices throughout the United States. It’s a unique concept, enabling licensed dentists to open their own practices with a ready-made vibrant and attractive brand.
Forcade had previously designed Aspen Dental’s support services office in Chicago and the success of that work led to this corporate interior design project for the company’s call center in Phoenix.
“It starts with a smile” is the essence of how Aspen Dental communicates their brand. Our design plan was centered on visually surrounding the call center employees with this foundational principle, so they were inspired to communicate the essence of the brand while on the phone with clients and bring a smile to every call.
We took an energetic, fun approach to the environmental graphics to turn a bland call center into an attractive branded experience for employees. Big, bold graphic phrases served as inspirational moments everywhere employees looked, reminding them of the importance of their jobs and how to best represent the brand. We also purposefully deconstructed elements of Aspen Dental’s visual identity and added complementary components, providing more depth and texture to the simple brand to further delight the people who represent it.
We took advantage of every architectural element we could find, using branding graphics throughout the two floors in interesting ways to elevate the space beyond just another typical economical office. Fortunately, there were windows everywhere that made the space feel large, light-filled and open. So we did the same with our environmental graphics, making them big, bright and airy.
We also used the office’s curves, corners and interior glass in incredibly interesting ways. Accentuating these everyday architectural features with unique branded elements gave the space a high-end experiential graphic design feel within an extremely economical budget.
Call centers aren’t known for their inspiring branded environments, which is odd since the employees who work in them are one of the most important connections customers have to the brand. Forcade completely elevated the experience for Aspen Dental’s call center, using a highly economical and impactful approach to bring the brand to life in a way that put a smile on people’s faces and in their phone conversations.
© 2022 Forcade Associates