Sonendo

Social Media & Social Media Visual Systems | Med-tech

MY ROLE

Social Media Brand strategy
Creative direction
Design

OVERVIEW

I was hired by a specialized social media agency to support their client, Sonendo—a medical device company focused on endodontics.


My role was to develop a custom social media brand system for their GentleWave® technology: one that ensures every asset is visually consistent, scalable, and easy to execute—even by new designers joining the team.

Branded design system example. Phone display, graphics, and ads on a blue gradient background.

Social asset development

This design combines geometric and organic shapes with Earth mac and organic shapes with Earth ma.

Six Instagram posts with the text

A system that grows with the brand

GentleWave’s new toolkit allowed their agency to scale output without sacrificing brand equity. Whether in-house or outsourced, assets stayed sharp, aligned, and on-brand.

GentleWave endodontic system with touch screen interface and handpiece, against a blue background.

The goal

Align teams and reduce friction: The system helped designers work faster, aligned stakeholders more easily, and elevated GentleWave’s presence across social channels.

I developed a branded kit that included:

  • Layout hierarchy and content types
  • Color and type treatments for digital
  • Grid-based templates for speed
  • Voice and messaging guide
  • Guidelines for photography, and motion use

Built for consistency, clarity, and speed

I designed a modular system of layouts and brand elements tailored to the unique needs of GentleWave’s positioning. Each component was optimized for fast production across campaigns and platforms.

Smartphone with GentleWave information, smiling man, and a text bubble.

Image curation

Defining a visual tone of trust: Photo guidelines were crafted to show both cutting-edge tech and human connection. We balanced clinical precision with approachability—building credibility and emotional resonance.

PRODUCTS

Close-up of a clear, cylindrical object with concentric rings, in a pastel gradient setting.
GentleWave dental procedure machine with a screen displaying the logo.
Close-up of a white electric toothbrush head with a transparent chamber, showing internal components and pink light.

EVENTS

Woman giving presentation on dental x-rays. Audience watches; large screen displays various x-ray images.
Trade show booth with white and blue displays and a large screen.
Woman in a black dress and white blazer stands in front of a GentleWave banner.

PEOPLE

Woman taking a selfie with a smartphone, smiling. Wearing a white jacket and blue top, in a building.
Man with a wide smile, in front of a colorful background.
Doctor wearing a white coat and glasses smiles while talking on a phone, stethoscope around her neck.

the results

Becoming Visible

Strategic clarity, brand systems, and design. Built for innovators in health, fintech, & SaaS.

Created a replicable design system that reduced production time for the social media team.

Improved communication between marketing, design, and product teams.

Ensured all campaign visuals aligned with GentleWave’s evolving brand identity.

PEOPLE

Six individuals, diverse settings, some wearing glasses, appear in photo tiles.

PLACES

Six nature scenes: desert, ocean, mountains, sand dune, mountains with trees, forest.

things

Six square images: grass, water, sand, grass, sand, and sand.

PEOPLE

Six individuals, diverse settings, some wearing glasses, appear in photo tiles.

PLACES

Six nature scenes: desert, ocean, mountains, sand dune, mountains with trees, forest.

things

Six square images: grass, water, sand, grass, sand, and sand.

the results

As a creative director, I successfully rebranded a Fintech company, encompassing everything.

As a creative director, I successfully rebranded a Fintech company, encompassing everything.

As a creative director, I successfully rebranded a Fintech company, encompassing everything.