Sonendo

Social Media Brand System | MedTech
OVERVIEW

As Creative Director, I built the social media brand system for Sonendo's GentleWave technology, a clinically proven root canal treatment used by dental practices across the US. The challenge was creating a scalable visual framework that could communicate complex clinical innovation while staying warm, credible, and consistent across every channel and content type. I developed the full design system from strategy through production guidelines, enabling both in-house teams and external agencies to execute without losing brand equity.

MY ROLE

SOCIAL MEDIA CREATIVE DIRECTION

BRAND SYSTEM DESIGN

CONTENT STRATEGY

VISUAL SYSTEM DEVELOPMENT

HEALTHCARE COMMUNICATIONS

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

Designed to scale with the science.

The system gave GentleWave's agency and internal team a shared creative language. Whether produced in-house or outsourced, every asset stayed sharp, on-brand, and aligned without requiring senior creative oversight on every post.

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

One system. Every team.

No drift.

GentleWave needed a design framework that could serve multiple content creators across agencies and internal teams without losing brand cohesion. I built a branded kit covering layout hierarchy, color and type treatments, grid-based templates, voice and messaging guidelines, and photography and motion direction.

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

Consistency at every touchpoint.

A system of layouts and brand elements tailored to GentleWave's clinical positioning and multi-channel needs. Every component was designed for fast production without compromising visual standards, giving teams the tools to execute independently at scale.

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

Image curation

Photo guidelines were built to hold two things in tension: clinical credibility and human warmth. Every image category, from product shots to patient stories, was defined to reinforce GentleWave's positioning as the most advanced and most approachable solution in its category.

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

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.

Becoming Visible

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

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.