Zirc Dental Products Inc.
Zirc is a dental manufacturer known for its color-coded clinical systems. When I joined, the brand and marketing infrastructure had grown fragmented. My role was to reposition the brand, modernize the website, and build the marketing systems that now support both product sales and clinical consulting services.
Led full brand repositioning and visual identity refresh
Built new website and digital infrastructure
Developed video, photography, and content systems supporting product and consulting growth
Four years. One marketing function built from the ground up.
Zirc had a strong reputation in dentistry, but most of that story lived inside the company.
The products were respected. The clinical ideas were solid. But the outside world wasn’t seeing it clearly.
I came in to fix that.
The goal was simple: make the outside reflect what was already true inside.
MY ROLE
Full-time director of marketing
DESIGN AGENCY
Internal team + HellothisisJeff Design
WEB PLATFORM
Shopify
Animation
Brand Repositioning
After 10+ years with the previous logo, it was time for Zirc to move into the next chapter and better reflect how the company shows up in the market today.
Website
The site needed a full overhaul. New sitemap. New web partner. New eCommerce engine. New design. It all needed to be rebuilt with a lot of care and intention.
One of the more unique challenges was figuring out how to create a better online experience for customers while still honoring Zirc’s dealer relationships. The goal was to build a site that made it easier for customers to shop and explore, while still driving orders back through their dealer.
Previous WEbsite
Product Launch System
One of the final projects I led at Zirc was the launch of the Double-Sided Soft Grip Crystal HD® Mirror. Beyond product positioning and messaging, the launch required coordinating photography, video, sales enablement, dealer assets, product documentation, website content, and digital marketing into a unified launch system.
Product & Clinical Videos
Video is one of the most effective ways to explain what Zirc does and why it matters. A lot of our clinical ideas are easier to understand when you can see them in action.
Brand Reveal Animation
Animated explainer video
Animated tradeshow video loop
Customer story
Product Photography Systems
As Zirc's brand evolved, the existing in-house photography no longer reflected the quality of the products or the direction of the business. We invested in a more intentional photography system, bringing in professional photography and establishing clear creative standards that could be applied across social media, advertising, product launches, dealer materials, and the website.
Vision, direction, and shot planning by Brian Shoberg. Photography by Kelsey Lee Photography.
The work repositioned Zirc as a modern clinical brand and created the foundation for the company’s marketing strategy.
Instagram Growth & Content Strategy
I inherited a instagram feed that was professional, but it felt distant. We shifted from polished brand graphics to products in the hands of real users, showing how they fit into everyday clinical workflows. The result was a more authentic Instagram presence, stronger engagement, and 406% audience growth over four years.
LinkedIn Thought Leadership Strategy
When I joined Zirc, LinkedIn was largely inactive. I repositioned it from product promotion to clinical efficiency thought leadership, creating content that translated products into workflow, profitability, and operational conversations. The result was a more engaged audience, 73% follower growth, and huge driver o
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