Brand Refresh for Global Medical Apparel Company

Refining the brand for a luxury, Columbia-based, medical apparel designer and manufacturer ahead of its launch in U.S. markets.

Client
Colorchain

Year
2024

The Opportunity

Colorchain is a leading medical apparel manufacturer founded and crafted in Columbia by Dr. Carolina Hernandez. During her time as a surgeon, Dr. Hernandez recognized an opportunity for scrubs that would provide superior comfort and functionality for long hours on the move while maintaining a professional, distinguished look that signals authority to patients and their families.

Looking to secure investors to support a US launch, the stakeholders wanted to first nail the brand story for American customers, with hopes that this would eventually open up avenues for B2B customers. Nailing that brand story meant homing in on key differentiators, messaging, and visual direction to stand out from market leaders like FIGS.

The Execution

As a brand and content strategist for the Colorchain project, I partnered with a market researcher to design and carry out a discovery process that would help us determine the nuances of the American medical apparel market.

After speaking with practicing doctors and potential customers; conducting competitor and landscape research to identify market opportunities; and leading stakeholder workshops with the global team, I developed differentiated brand positioning and messaging to guide visual direction and marketing messaging.

View Brand Guide

See Discovery Findings