onsett

· 2021

From startup concept to category challenger: shaping a new premium medical apparel brand

healthcare

fashion

brand strategy

brand identity

web design

AGENCY

Freelance

ROLES

Lead Brand Designer

Brand Strategist

Creative Director

CONTRIBUTION

Strategy: Category research, competitive analysis, positioning, messaging framework

Brand: Naming, verbal identity, visual identity system, brand world

Digital: Website design, launch storytelling, social media assets

Creative Direction: Art direction for the first product campaign and launch imagery

Reimagining the medical uniform for a new generation of healthcare professionals.

Intervention

Inspired by the rise of performance-led healthcare brands in the US, Onsett was created to challenge the perception of medical apparel in Europe through elevated design, technical materials, and a stronger brand experience.

Working closely with the founders, I developed the strategic and visual foundations of the company from the ground up.

_ Defined the brand positioning and category narrative to differentiate Onsett within the emerging medical performance-wear market.

_ Created the naming, messaging framework, and visual identity system to establish a premium and contemporary brand perception.

_ Designed the website and digital launch experience to communicate the product’s innovation and elevate the customer journey.

_ Led creative direction for the first product campaign, developing visual assets and launch content across web and social media.

Working closely with the founders, I developed the strategic and visual foundations of the company from the ground up.

_ Defined the brand positioning and category narrative to differentiate Onsett within the emerging medical performance-wear market.

_ Created the naming, messaging framework, and visual identity system to establish a premium and contemporary brand perception.

_ Designed the website and digital launch experience to communicate the product’s innovation and elevate the customer journey.

_ Led creative direction for the first product campaign, developing visual assets and launch content across web and social media.

onsett

onsett

·

·

2021

2021

From startup concept to category challenger: shaping a new premium medical apparel brand

From startup concept to category challenger: shaping a new premium medical apparel brand

AGENCY

AGENCY

ROLES

ROLES

CONTRIBUTION

CONTRIBUTION

Reimagining the medical uniform for a new generation of healthcare professionals.

Intervention

Working closely with the founders, I developed the strategic and visual foundations of the company from the ground up.

_ Defined the brand positioning and category narrative to differentiate Onsett within the emerging medical performance-wear market.

_ Created the naming, messaging framework, and visual identity system to establish a premium and contemporary brand perception.

_ Designed the website and digital launch experience to communicate the product’s innovation and elevate the customer journey.

_ Led creative direction for the first product campaign, developing visual assets and launch content across web and social media.

MADRID

MDC2026

MADRID

MDC2026

MADRID

MDC2026