www.confidenceconnected.com
https://youtu.be/3Eefl2EpHV0

Elsevier Clinical Solutions provides evidence-based skills and resources to nurses to support consistent, quality care. The assignment was to provide new brand positioning and a visual identity that connects with this audience while aligning with the master Elsevier brand. 

Through qualitative research we learned that nurses are passionate about their work and motivated to help others. In an environment full of the unexpected, nurses thrive when they feel in control. But, it’s a never-ending job to find the latest best practices, verify it, then incorporate it into practice.

Understanding these key insights provided the inspiration we needed. The new brand positioning appeals to the rational side of our audience, which puts nurses in control of fulfilling their passion.

The visual execution was inspired by textbook design. Iconography, infographics and white space make for a clean and pragmatic aesthetic, while portrait-style photography portrays nurses as confident and empowered. 

MY ROLE
• Brand Strategy and Positioning
• Creative Direction
• Visual Identity
• Website Design