Aspen Dental — Website
Every Aspen website Home concept, consolidated into distinct design directions. Value + convenience voice, Warby editorial structure, Tantrum look-and-feel (navy / action-blue #1743D7 / cream, Figtree + Besley). 15 built options → the directions below. Each keeps its full render + live page; where built, an "Alt copy (Nathan doc)" variant links the same layout re-written to Nathan Schwederske's homepage-content doc (emergency-first spine, subcopy cut).
Demonstration concepts for review — not a live Aspen Dental property. Imagery labeled concept/demo; final needs approved brand photography. Every option keeps its full render + live page.
At a glance — what makes each direction different
| Direction | Hero strategy | Home / page structure | Brand-palette emphasis | Distinctive move | Best for |
|---|---|---|---|---|---|
| Faithful Port (the anchor) LeadThe only direction that is a 1:1 desktop translation of the approved DIK5 Home; every other direction is a deliberate departure measured against it. | DIK5 split hero ported to desktop: 'breaking down barriers to access' copy left, care photo right, book-appointment + explore-services CTAs. | DIK5 order intact: hero -> stat strip -> 'what can we help you with today?' service rows -> serif patient pull-quote -> smile-quiz beats. | Canonical FUSED palette as specced: navy + one action blue #1743D7 on powder/cream grounds. | Zero invention — defensibility itself is the move; traceable line-for-line to the approved Figma. | Grounding the review and de-risking stakeholder sign-off; the baseline to diff everything else against. |
| Even-Today / Emergency-led ConvenienceLeads with urgency and conversion — 'Dental care when you need it. Even today.' plus a navy emergency/booking card directly under the hero. This is the opening the original board's five options all share; this direction owns it as its thesis, where every other canonical opens on brand, browse, proof, quiz or the app instead. | Compact split hero — 'Dental care when you need it. Even today.' — with book/schedule CTAs. | Hero -> Warby stat strip -> navy 'Need dental care right now?' conversion card -> services and affordability follow. | Navy #0F1F35 conversion blocks do the heavy lifting; action blue on booking CTAs; cream sections between. | The navy emergency card as the first post-hero moment — same-day/walk-in availability made concrete; opt-09 sharpens the same play with a 'toothaches don't make appointments — we'll see you today' same-day card. | Maximizing bookings from pain/urgency traffic; the most commercially aggressive read of the value+convenience voice. |
| Tantrum Warmth (photo + cream/pink)The direction where emotional temperature is the point — a full-height joyful portrait as the hero object, Besley serif pull-quotes with dusty-pink hairline accents, and cream grounds carrying the warmth rather than message, structure, or utility. | Oversized joyful portrait photo left with tight 'breaking down barriers to access' copy beside it; lowercase editorial voice throughout. | Portrait hero -> serif pull-quote band ('the dentist shouldn't be the hard part of taking care of yourself.') with pink hairline -> stat strip -> full-bleed lifestyle photo band captioned 'real people, real care — photographed at Aspen Dental offices' -> 'what do you need today?' intent rows. | Cream-dominant grounds; dusty-pink strictly editorial (hairlines, never CTAs); Besley serif moments; blue rationed to actions. | Real-smile portrait photography at editorial scale plus the pink-hairline/serif accent system — the most Tantrum page in the set; opt-07 pushes the pink further (pink card shadows, pink icon chips). | Brand-building and dental-anxiety audiences; when the review question is 'does this feel like the new Aspen', not conversion. |
| Services-as-Navigation (browse-first)The direction where the service choices themselves are photographs — a 4-up photographic tile mosaic ('start with what brought you here') plus two utility rows is the page's centerpiece, versus the icon row-lists every other direction keeps as a supporting band. | Editorial split hero ('breaking down barriers to access', open today — walk-ins welcome) that hands the fold straight to the photographic tile mosaic as the real navigation moment. | Hero -> stat strip -> 'start with what brought you here' 4-up photo tiles (get relief / replace missing teeth / improve my smile / find care) + keep-my-smile-healthy and understand-cost rows -> in-office photo band; opt-C is the original-board take (Even-today hero + 'Whatever brings you in, it's all here' photo grid), opt-03 swaps tiles for a START HERE row-list spine. | Cream ground with white photographic tile cards; navy labels and action blue only on row links and chevrons. | Four equal photographic front doors — services rendered as imagery, not icons; the most structurally Warby browse page in the set. | Multi-intent traffic and SEO landings; routing every visitor to the right service in one screen. |
| Barriers Manifesto (type-led brand statement)The direction where the brand thesis is set in display type — an oversized 'breaking down barriers to access' headline (with 'barriers' in heavy weight) under the eyebrow 'A MANIFESTO FOR EASIER DENTAL CARE', followed by a second full-width typographic beat — message before merchandising. | Oversized type manifesto beside one anchor photo; a second full-width typographic beat ('no confusing bills. no waiting weeks. no wondering what comes next. just care that meets you where you are.') follows with a serif quote beneath it. | Manifesto hero -> stat strip -> full-width value-statement type beat + serif quote -> 'what can we help with today?' intent list -> 'care without the run-around' explainer. | Cream/sage grounds with navy display type; action blue used inside the sentence itself as emphasis ('just care that meets you where you are'); imagery held to one anchor photo. | The brand thesis set in display type as the hero, reprised as a second typographic beat mid-page — position first, sell second. | A repositioning launch moment; telling the market who the new Aspen is before asking for a booking. |
| Dream Stream Smile-Preview (quiz-led)The only direction built around an interactive product moment — the two-minute selfie smile-preview quiz is the hero, with a 1-2-3 how-it-works strip under it. | 'Come take our two minute quiz' as the hero: selfie upload + preview promise, numbered 3-step strip (answer questions / upload a selfie / see your new smile) beneath. | Quiz hero -> why-Aspen barriers copy -> proof strip -> 'what brings you in today?' intent list -> quiz reprise as closing band. | Cream/white with action blue reserved almost entirely for the quiz CTA; dusty-pink honesty caption dot under the hero photo. | Turning the smile-preview tool into the front door — visitors start with their own face, not Aspen's pitch. | Cosmetic/consideration audiences and lead capture; a product capability no competitor home page has. |
| Proof / Credibility LedThe direction where evidence density is the variable — the Warby stat strip is expanded into an annotated proof band (each stat carries its own supporting line, e.g. 'millions of patients cared for — and financing available for the rest') and a 'care you can count on' trio of proof cards anchors the mid-page; trust argued in every band rather than one strip. | Compact 'breaking down barriers to access' hero (eyebrow: 'care without the run-around') that cedes the fold quickly to the annotated stat band beneath it. | Hero -> double-decker stat band (4 stats, each with a proof subline) -> 'what can we help with today?' intent list -> navy two-minute-quiz band -> 'care you can count on' proof-card trio (check-ups without the wait / in pain? come in today / care that fits your budget). | Navy figures with quiet grey proof sublines on white; the navy quiz band is the single dark moment; blue held for links and the booking CTA. | Annotated statistics plus the proof-card trio — numbers never stand alone, each carries the promise behind it. | Skeptical or comparison-shopping patients; markets where Aspen's scale is the strongest card to play. |
| App-Bridge Continuity (always-on care)The only direction that sells the relationship after the visit — a device mockup and 'starting with your phone' hero position the Aspen app (booking, treatment plans, warranties) as the product. | 'Breaking down barriers to access, starting with your phone' split hero, followed by a web-to-app bridge section with an in-frame app mockup. | Hero -> proof strip -> 'start here, keep it in your pocket' app-bridge feature list (book online, access content, track plans/warranties) -> intent list -> quiz band. | Cream ground with the navy-framed device mockup as the visual centerpiece; app store badges in outline buttons. | The web-to-app bridge as a first-class home section — continuity of care as the differentiator (app promise only; no cost/balance/insurance in app per Rafeh rule 11). | Retention and ecosystem storytelling; showing TAG leadership how web and app become one experience. |
The directions in detail
Faithful Port (the anchor) Recommended lead
The only direction that is a 1:1 desktop translation of the approved DIK5 Home; every other direction is a deliberate departure measured against it.
01 · Faithful Port Best exemplar
Even-Today / Emergency-led Convenience
Leads with urgency and conversion — 'Dental care when you need it. Even today.' plus a navy emergency/booking card directly under the hero. This is the opening the original board's five options all share; this direction owns it as its thesis, where every other canonical opens on brand, browse, proof, quiz or the app instead.
A · Even Today Best exemplar
09 · Even Today Convenience
Tantrum Warmth (photo + cream/pink)
The direction where emotional temperature is the point — a full-height joyful portrait as the hero object, Besley serif pull-quotes with dusty-pink hairline accents, and cream grounds carrying the warmth rather than message, structure, or utility.
02 · Photo-Forward Editorial Best exemplar
B · Real Smiles
07 · Warm Cream
Services-as-Navigation (browse-first)
The direction where the service choices themselves are photographs — a 4-up photographic tile mosaic ('start with what brought you here') plus two utility rows is the page's centerpiece, versus the icon row-lists every other direction keeps as a supporting band.
08 · Tile Mosaic Best exemplar
C · Everything, one place
03 · Service Rows Spine
Barriers Manifesto (type-led brand statement)
The direction where the brand thesis is set in display type — an oversized 'breaking down barriers to access' headline (with 'barriers' in heavy weight) under the eyebrow 'A MANIFESTO FOR EASIER DENTAL CARE', followed by a second full-width typographic beat — message before merchandising.
06 · Barriers Manifesto Best exemplar
D · No Barriers
Dream Stream Smile-Preview (quiz-led)
The only direction built around an interactive product moment — the two-minute selfie smile-preview quiz is the hero, with a 1-2-3 how-it-works strip under it.
04 · Dream Stream Wedge Best exemplar
Proof / Credibility Led
The direction where evidence density is the variable — the Warby stat strip is expanded into an annotated proof band (each stat carries its own supporting line, e.g. 'millions of patients cared for — and financing available for the rest') and a 'care you can count on' trio of proof cards anchors the mid-page; trust argued in every band rather than one strip.
05 · Proof / Credibility Led Best exemplar
App-Bridge Continuity (always-on care)
The only direction that sells the relationship after the visit — a device mockup and 'starting with your phone' hero position the Aspen app (booking, treatment plans, warranties) as the product.
10 · App-Bridge Editorial Best exemplar
