What We Did

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I partnered with The Alt League and Wink to refresh the brand’s positioning and creative strategy. We used a structured strategy approach to assess the consumer, the category, culture, and the company, then pulled those inputs into one clear direction. The work led to a core insight: while many competitors speak to nurses through transformation and aspiration, Wink wins by affirming who nurses already are. That insight became the foundation for a new brand narrative designed to feel true to the emotional and physical realities of nursing and to guide messaging, storytelling, and product communication.

 

Why We Did It

We did this because Wink’s brand lacked a clear point of differentiation in a crowded scrub category. Through our research, we learned that scrubs function like an identity signal for nurses. The brand a nurse wears can communicate their personality and the kind of nurse they are, from high-achieving and polished to funny and expressive, new and trend-forward, or experienced and trusted. That understanding gave us a sharper way to position Wink, not as a brand promising transformation, but as a brand that recognizes and supports who nurses already are.

 

My Role

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• Supported brand positioning and creative strategy development using a consumer, category, culture, and company lens.

• Synthesized audience, cultural, and competitive/category insights into a clear positioning direction and messaging framework.

• Helped translate strategy into creative territories, campaign ideas, and brand language in partnership with creative teams. 

• Contributed to campaign briefing materials and ensured recommendations were clear, usable, and aligned to business goals, timelines, and process. 

• Presented key findings and creative concepts to Wink’s Head of Marketing and team, incorporating feedback into the final strategic direction.

• Supported internal alignment by packaging insights into decision-ready storylines teams could use for future campaign development and activation. 

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Outcome

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• Wink became positioned as the scrubs brand that gets you, built around the truth that nursing takes grit, dark humor, and resilience.

• Defined a clear, differentiated message that signals “you picked hard, and we understand you,” instead of generic inspiration or transformation.

• Created messaging guardrails and a narrative platform that supports dark, relatable humor while still respecting the realities of the job.

• Delivered a strategic direction used to brief internal teams and guide future campaign and product storytelling.