The School of Nursing of the University of Wisconsin (UW)-Madison came to our marketing team requesting a brand refresh to kick off their centennial year. We developed a complete brand rollout for the school, including brand pillars, tone of voice, messaging, colors, typography, and graphic icons. It was important to the team that the brand expanded the view of nursing beyond the bedside. Care is central to nursing, but it was just as important that we emphasized science research, cutting-edge technology, policy making, and community engagement. So we created a brand that was highly flexible in both messaging and visuals, allowing them to appeal to different audiences while staying on brand. The ultimate message of the brand is that UW's School of Nursing is poised to lead the charge over the next 100 years. Feedback has been enthusiastic and encouraging, and the school will be using the materials we created throughout their centennial year and beyond.
From the Judges
This is a meticulously developed, comprehensive brand rollout, which covered various elements, such as brand pillars and typography. The aim--which was clearly accomplished--was to redefine the perception of nursing, emphasizing not just care but also science research, technology, and community engagement. Despite limited resources, marketing crafted a flexible brand that could appeal to diverse audiences and aligned with the school’s vision for the future. This strategic approach shattered stereotypes and positioned UW Nursing as a progressive institution.
