We had a unique opportunity to build a brand from scratch. This gave us the freedom to explore an endless amount of options when it came to art direction. Ultimately we landed on a territory that felt as breakthrough as the procedure itself. Each element of the design direction was crafted with reason. For example, the neon green in the palette reflected the notion that this brand was cutting through all the clutter in the category. While the typeface choices were big and bold to give weight to the rebellion attitude we wanted to convey. Furthermore, when photography was used, it was diverse in shape, size, and ethnicity with a no more nonsense mindset that came through in the tone of our women. As for our product, we always treated it like it was on a pedestal—cueing that this technology was more advanced than anything else out there.

Healthcare regularly bodies, government regulations.

Healthcare providers, who are interested in carrying the Aveli product. The work is relevant to them, because they first need to be educated about the product in order to be interested in carrying it. Patients who need this treatment and want to be educated about it. US Consumers.