As the Global Creative Director for Kodak’s Dental Systems group, I was responsible for campaign and brand development for our digital technology products across various countries. One of my key tasks was to shift consumer perception of Kodak from a traditional film company to a digital technology leader. Among the many campaigns and initiatives I led, the most successful was the “Guess What Else Comes in the Yellow Box” campaign.
After a few years, Kodak refocused on cameras and printing, leading to the spin-off of their healthcare and dental division. I continued with the dental technology division, now Carestream Dental, as the Global Creative Director. In this role, I was responsible for building the $500 million Carestream Dental brand from the ground up. Implementing a five-year brand transition plan, we successfully shifted consumer perception from Kodak to Carestream. The brand identity encompassed three product channels: software (grey), digital radiography (black), and traditional Kodak film (gold), which gradually phased out. We developed a sleek, black, and modern 3D badge early in the process to emphasize the company’s journey into 3D scanning. This new brand identity resonated with consumers worldwide.