With roots in fashion and a mindset for disruption, Figment Creative is reshaping what dental branding can be.
In an industry where blue logos and stock smiles dominate, one agency is daring to color outside the lines. Figment Creative, founded in January 2025 by Allison Alexander, a seasoned marketing executive with a background in fashion and retail, is quickly becoming one of the most talked-about creative forces in the dental space—not by following the playbook, but by tossing it out entirely.
From Fashion to Figment: An Unconventional Journey
Allison Alexander didn’t set out to disrupt dental marketing. Her career began in the fashion industry, where she spent over a decade mastering the art of brand identity and visual storytelling in one of the world’s most dynamic and demanding markets. In 2014, after a temporary consulting project with Darby turned into a strategic shift, she pivoted into dental, bringing with her a fresh perspective that challenged the industry’s conservative norms.
“I saw an opportunity to modernize how dental companies present themselves,” Alexander says. “There was so much untapped potential to tell better stories—stories that connect emotionally, not just clinically.”
That vision eventually led her to launch Figment Creative, a full-service agency built on the belief that branding should be bold, strategic, and deeply human. With the support of longtime mentor and Darby Group president Frank Massino, Alexander turned aspiration into action.
Now serving as both Vice President at Darby Group Companies and President of Figment Creative, Alexander has built an agency that reflects her belief in the power of branding to drive real business outcomes.
The Anti-Agency Model
Figment Creative calls itself the “Anti-Agency Agency”—a title that speaks to its lean structure, hands-on approach, and aversion to bureaucracy.
“We’re scrappy and strategic,” says Alexander. “We move fast, think big, and operate as an extension of your team. No fluff, no meaningless jargon, no inflated costs—just thoughtful, effective marketing that cuts through the noise and meets your customers where they are.”
At the heart of Figment’s process is one deceptively simple principle: listening.
“The most powerful part of our process is listening—really listening,” Alexander explains. “Founders and executives are often so immersed in the day-to-day that they miss the most compelling parts of their own stories. Our job is to uncover those overlooked moments, refine them, and build a narrative that resonates.”
That process is deeply collaborative. Clients don’t get passed through layers of account managers. Instead, they work directly with the creative minds behind the work. “We’re not just vendors,” Alexander adds. “We’re partners. Your goals become our goals.”
That philosophy is reflected in everything from brand development and campaign creation to website design, social media, packaging, content, product launches, and consulting. But what truly sets Figment apart is the team behind the work.
The People Behind the Disruption
Chief Marketing Officer Cody Sunderland brings two decades of experience at the intersection of dental marketing and entertainment. Known for orchestrating immersive brand experiences and reimagining messaging for top dental companies, Sunderland’s creative instincts are matched by a deep understanding of audience psychology.
“Cody has this rare ability to turn strategy into spectacle,” says Alexander. “His work doesn’t just communicate—it captivates. That kind of thinking is exactly what the dental industry needs right now.”
Director of Content Marketing Katie O’Doherty’s background spans content development, brand strategy, and social media marketing. She thrives on crafting compelling narratives that engage audiences and drive meaningful connections. As a talented digital storyteller and a newcomer to dental, she brings an outsider’s lens that challenges assumptions and sparks innovation.
“Katie is that rare Swiss Army knife type of marketer—she has a deep understanding of strategy, but also the skills to execute ideas with precision. She’s a master at bringing client visions to life and a brilliant collaborator,” notes Alexander.
Then there’s Walter Gross, VP of Digital Marketing & Strategy, whose résumé reads like a masterclass in audience engagement. Before joining Figment, Gross spent nearly a decade at Sony Music Entertainment, where he led global CRM strategy and managed campaigns for legendary artists like Bob Dylan and Bruce Springsteen. He pioneered Sony’s first email automation system, launched the D2C brand Sony Music Now, and developed real-time data visualization tools that reshaped how the company approached marketing.
Alexander says, “Walter brings a level of digital sophistication that’s rare in any industry, let alone dental,” says Alexander. “He understands how to build loyalty, scale engagement, and turn data into action.”
Built for Brands That Want More
Figment’s client roster reflects its appeal to brands that are ready to think differently. From startups to established manufacturers, the agency has become a go-to partner for companies looking to elevate their presence and deepen their impact.
“When we set out to find a marketing partner, we weren’t just looking for an agency—we were looking for a team that could grasp the complexity of our mission and match the scale of our ambition,” says Jacob Block, CEO of American Nitrile.
“Figment stood out immediately. Their strategic insight, creative precision, and deep understanding of brand positioning in a crowded market made them the clear choice. Even early in the partnership, it was obvious—they’re not just helping us compete; they’re helping us lead.”
Dr. Edgard El Chaar of NYC Dental Smiles shares a similar experience. Dr. El Chaar leads a group of four practices in Manhattan under the NYC Dental Smiles brand, in addition to two widely acclaimed periodontal practices under his own name. Enis Guri, the group’s Vice President of Operations, attended the Empower & Grow conference this past March and heard Allison speak on branding and consumerism. Intrigued by her approach, she arranged a meeting to explore how Figment could support their growth and evolving brand strategy.
“That first meeting ended with a poignant question,” says Alexander. “Dr. El Chaar asked how many dental practices we’d marketed before. I told him, ‘None—and that’s exactly why you should work with us.’ We weren’t bringing recycled ideas. We were bringing a fresh perspective. He paused, smiled, and said, ‘Fair enough.’”
“When we met the Figment team, it was clear they weren’t offering a templated approach,” says Dr. El Chaar. “They listened closely, asked the right questions, and brought a level of strategic depth that’s rare in this space. Their fresh perspective challenged us in the best way—and that’s exactly what we needed.”
Mentorship: The Power Behind the Vision
That spirit of collaboration extends beyond client relationships. One of Alexander’s most meaningful professional connections—and a future collaborator—is Julieanne O’Connor, co-founder of Influential Dental and bestselling author. The two met through the Women in DSO mentorship program and quickly discovered a shared philosophy around branding, leadership, and authenticity.
“Allison and I connected over the belief that branding is about more than aesthetics—it’s about alignment, purpose, and impact,” says O’Connor. “Figment is a reflection of that belief. It’s what happens when a creative agency stops playing it safe and starts telling stories that stick. Figment understands the nuances of the dental industry but isn’t confined by them—and that’s what makes it so effective.”
Frank Massino, President at Darby Group Companies, has been a trusted mentor and foundational force in Alexander’s professional story for nearly two decades. His encouragement and belief in her vision played a critical role in bringing Figment Creative to life—long before it had a name.
“Allison and I always talked about evolving Darby’s branding beyond its traditional roots to position it as a forward-thinking, ‘cool dental company,’ but executing that vision was another challenge. Many within the company, including ownership, resisted a full-scale rebrand, hesitant to abandon what had worked for decades. Allison and I saw it differently, and I urged her to trust her instincts and push forward. Armed with compelling storyboards and a poignant message, she secured approval for Darby’s first major rebrand in over 70 years.
“Today, we take pride in seeing competitors snap photos of our trade show booth or mirror our marketing. What started as a bold idea has become the industry benchmark.”
A Future Defined by Possibility
In a space that’s long overdue for reinvention, Allison Alexander and Figment Creative are proving that the future of dental branding doesn’t have to look like the past. It can be bold. It can be strategic. And most importantly, it can be unforgettable.
