Our Approach & Strategy

Brand Discovery & Positioning

1. Stakeholder Interviews: We began by speaking with MediThread’s founders and key stakeholders to understand their vision, values, and target audience.
2. Market & User Research: Investigated existing healthcare apparel brands, focusing on how they present themselves and what resonates with nurses/doctors.
3. Persona Development: Created user personas (e.g., “Busy RN Sarah,” “ER Doctor Michael”) detailing pain points like comfort, pockets, easy-to-wash materials, and style preferences.

Brand Identity Creation

1. Visual Identity: Developed a color palette that exudes cleanliness (light shades, whites) but also introduced accent colors (perhaps a bold teal or coral) to infuse energy and style.
2. Logo & Typography: Chose a modern, sans-serif typeface to maintain readability while still feeling approachable. The logo subtly referenced the medical field (using abstract shapes reminiscent of threads, heartbeats, or cross symbols).

Information Architecture & UX

1. Clear Navigation: Ensured nurses and doctors can quickly locate scrubs and other apparel by style, fit, size, and function.
2. Mobile-First Approach: Recognized that healthcare professionals often browse on their phones between shifts, so mobile responsiveness was prioritized. 

Visual Design & Prototyping

1. High-Fidelity Mockups: Created realistic prototypes in Figma to finalize layouts, color usage, and visual hierarchy.
2. Consistent Branding Elements: Deployed brand colors and typography consistently across product pages, homepage banners, and calls-to-action.