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
Zirc's existing website no longer supported the customer experience or business objectives the company was pursuing. The project included a complete rebuild of the platform, information architecture, design system, ecommerce functionality, and CRM integrations.
Key initiatives included a Shopify migration, new sitemap and UX architecture, sample request functionality, customer account creation and approval workflows, lifecycle email automation, CRM integration, and a dealer-supporting ecommerce model.
A major challenge was improving the customer experience without disrupting Zirc's dealer-first sales strategy. The final solution created clearer paths for product discovery, sampling, account creation, and engagement while continuing to route purchasing through distribution partners.
The platform became the foundation for a broader customer journey infrastructure that generated more than 3,500 customer accounts, captured 4,500+ product sample requests, and contributed to a 484% increase in organic search traffic.
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 an 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 positioned it as clinical efficiency thought leadership, creating content that translated products into workflow and operational efficiency conversations. The result was a more engaged audience, 73% follower growth, and a meaningful increase in industry visibility and brand awareness.
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