This project was the crown jewel of my program—a true test of strategy, creativity, and collaboration. As part of a six-member team, each with a unique role, I took the helm as Creative Director. Our client? Moxie Scrubs, a Boston-based scrubs company catering to nurses. Their challenge: launching a win-back campaign while introducing an app designed to simplify nurses' lives.

Through deep research, we unearthed game-changing insights that reshaped the direction of the project. We discovered that Moxie struggled with brand recognition, relying heavily on product marketing rather than building a strong brand identity. This realization led us to pivot our approach, developing a marketing strategy focused on embedding Moxie into the minds of its target audience—fostering trust first, with the app as a natural next step.

The result? A powerful campaign that left our client thoroughly impressed. Our insights and strategy not only addressed their immediate goals but also set the foundation for long-term brand growth.