WeRPN
Brand Strategy, Identity Design, Web Design
Helped unite nurses to achieve 20% growth in membership
A brand that becomes a rallying cry
Established in 1958, the Registered Practical Nurses Association of Ontario (RPNAO) represents Ontario’s 60,000 practical nurses. It was frequently confused with another association representing registered nurses, called RNAO.
Research, including interviews with members, stakeholder groups, and partners, revealed that Registered Practical Nurses had lived in the shadow of their Registered Nursing counterparts for too long and were under constant pressure to validate their worth within the health system.
RPNAO wanted to rebrand to distinguish the professionalism of its members but without the bureaucracy of a legal name change. Giving the association the nickname WeRPN transformed the brand into a rallying cry celebrating the professionalism and vital support Practical Nurses provide to the healthcare system.
A brand that becomes a rallying cry
Established in 1958, the Registered Practical Nurses Association of Ontario (RPNAO) represents Ontario’s 60,000 practical nurses. It was frequently confused with another association representing registered nurses, called RNAO.
Research, including interviews with members, stakeholder groups, and partners, revealed that Registered Practical Nurses had lived in the shadow of their Registered Nursing counterparts for too long and were under constant pressure to validate their worth within the health system.
RPNAO wanted to rebrand to distinguish the professionalism of its members but without the bureaucracy of a legal name change. Giving the association the nickname WeRPN transformed the brand into a rallying cry celebrating the professionalism and vital support Practical Nurses provide to the healthcare system.
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