Geller created the concept of oral design as a collective term for the image of cosmetic dentistry, his philosophy of cosmetic dentistry and patient-centred treatment, which was not intended to be a group in the first place. Giuseppe Zuppardi asked Geller. 'Can I use your name oral design?'

He was the first person to ask such a question, and at the time it was difficult to find anyone among dental technicians who agreed with Geller's philosophy. Even if there were technicians who agreed, there were not many who could come close to Geller technically. This is how oraldesign naturally grew into a group. Today, it is a large and fierce group with 138 members in 35 countries. (as of 1 January 2024)