MedCouture Brand Refresh: A CELEBRATION OF JOYFUL STYLE

Problem: There wasn’t a problem—MedCouture’s success gave us the opportunity to evolve. We saw the chance to take creative risks and push the brand forward. While the existing identity had served us well, it no longer fully reflected our customer: a confident, expressive healthcare professional who brings style and optimism to her everyday workwear. The brand felt too safe for such a vibrant audience. Action: Reimagined the MedCouture brand with bold color, playful styling, and a joyful, fashion-forward aesthetic. Led a comprehensive design refresh across digital and print. Directed a new photography approach—less conceptual, more authentic and uplifting—celebrating optimistic femininity in every shot. Partnered closely with cross-functional teams to ensure the refreshed branding resonated across all customer touchpoints. Results: Established MedCouture as a leader in expressive, feel-good workwear. The brand refresh strengthened customer connection, drove social engagement, and led to measurable lifts in sentiment and conversion across key platforms.