Ave Srubs
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Originally launched in 2013 as the "Little Black Dress" of scrubs, Ave was seen as stylish, poised, and refined. But the customer had evolved. They wanted scrubs that prioritized comfort, function, and movement over style alone. The challenge was to rebrand Ave with this new focus and prepare it for a nationwide retail launch.
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We explored three distinct directions—Active, Classic, and Modern—and created mood boards for each. This early step helped align stakeholders and gain buy-in before moving into production.
The name "Ave," short for "avenue," became a central metaphor. Clinicians are always in motion, navigating their day with purpose. That idea shaped both the visual and verbal identity and inspired the brand’s new tagline: "The best way to work."
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Once a direction was chosen, I led creative execution across every touchpoint:
Visual Identity: Designed the logo, hang tags, and overall brand system
Photo Direction: Sourced quotes, coordinated models, stylists, and photographers, booked locations, and led the shoot to ensure everything aligned with the vision
Creative Development: Partnered closely with the copywriter to create a brochure that felt cohesive, modern, and helpful
Production: Managed estimates, dielines, and print specs, including a custom back-pocket insert for business cards and sell sheets
Materials: Chose a 12pt matte stock that felt high quality and durable, with a subtle nod to city flyers, tying back to the "Ave" concept
Throughout the process, I partnered closely with Product Management, Creative Leadership, Photography, Copywriting, and Regulatory to keep everything smooth, aligned, and on track.
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Ave Scrubs was successfully rebranded and introduced to mass retail. The work helped land Ave in Target stores nationwide, marking the first time scrubs were sold at Target.
The new brand reflects its purpose—designed for movement, built for clinicians, and ready for the everyday hustle. Ave isn’t just a name, it’s a path forward.
INTRODUCING THE NEW AVE. The name Ave, short for avenue, inspired both the brand and visual direction. I featured a clinician on a city street to reinforce movement and purpose, paired with the tagline “the best way to work.” Printed on thick matte stock, the brochure feels substantial and reflects the urban, on-the-go story behind the scrubs.
DESIGNED TO MOVE. We shot in the city to capture energy and motion. Clinicians were shown in action—biking, laughing, leaping—to reflect a modern, on-the-go lifestyle. Flat lays were styled to feel active, with props and positioning that suggested movement. A modern slab serif and handwritten accents balanced clarity with personality. Action words in bright color added energy and focus.
A POCKET WITH PURPOSE. Sales reps needed a way to keep the brochure, sell sheet, and business card together. I created a built-in pocket on the back cover to hold all three. Using a close-up of the pant’s pocket tied function back to the product and added a moment of surprise. I worked closely with the vendor to ensure the construction was durable and print-ready.
FOLDING FUNCTION To go beyond the standard one-pager, I designed an accordion-fold sell sheet that fit neatly into the brochure’s back pocket. It combined lifestyle shots and flat lays to help customers visualize fit and features. Swatches shaped like the logo added tactile interest while reinforcing the brand. Colors, type, and imagery matched the brochure for a seamless experience.
MEET THE STYLES.
LOGO EXPLORATION. To reflect the energy of the active clinician, I explored multiple logo directions tied to each moodboard. Each concept balanced motion, comfort, and confidence. The final logo uses slanted, curvy letterforms to suggest movement, with a swoosh connecting them for flow. A circle adds softness, while bold pink brings energy and a nod to femininity.
FINAL MARK. The final logo balances motion, confidence, and modern simplicity. Clean lines and bold contrast give it a contemporary look, while the connected letterforms and curved container suggest movement and flow. The shape nods to street signage, reinforcing clarity and purpose. Vibrant, gender-neutral color adds energy and broad appeal, strong enough to lead, soft enough to invite.
FOLD-OUT MAP. To show which Target stores carried Ave, I designed a fold-out piece that felt more thoughtful than a standard printout. A compact pocket-fold format recalled the feeling of unfolding a real map. Inside, customers found store locations along with brand and product info—combining utility with awareness.
THE MAP. Inside the fold-out, a green-highlighted U.S. map shows where Ave scrubs are available. Target logos mark store locations, with a full list below for easy reference. The layout is clear, direct, and designed to eliminate confusion—just like the scrubs themselves.
IN-STORE MOMENT. Ave scrubs officially hit Target—marking the first time Target carried scrubs and Medline entered the retail space. The hangtag brought the brand to life on-shelf, connecting all the pieces we’d worked to build.
INSIDE THE TAG. Working with the copywriter, we developed a concept built on motion. Inside each hangtag, action verbs like walk, twist, and respond bring the scrubs to life, reflecting the energy and versatility of clinicians on the move.
TRADESHOW BANNER. I partnered with a stylist and photographer to create a flat lay that felt lived-in and in motion. Handwritten notes and arrows call out key features, styled to feel like a clinician’s chart. Each scrub style is named after a well-known avenue, tying back to the brand’s identity.