Acadia Brand Strategy for the North American D2C MarketAcadia, a direct-to-consumer healthcare workwear brand by Merrytex, needed a distinctive position in the competitive North American market. Independently developed by Angel Wang, this strategy used competitor research to identify an opportunity at the intersection of professional confidence and human expression.The project translated this opportunity into a cohesive brand framework covering positioning, purpose, messaging, identity principles, and campaign direction. The result was a clear foundation designed to differentiate Acadia and create consistency across its digital presence and customer touchpoints.Role: Brand Strategist Project ownership: Independent strategy, research, and creative direction