Uncommon Bold Team
Emily F. Peters
Brand Strategist
Joanne Lam
Creative Director, Designer, Developer
Christy Lundy
Illustrator
Center for Nursing Excellence and Advancement
Authentically connecting with a large home health workforce. We first aligned the goals of internal stakeholders and consolidated research findings, then built a beautiful resource that celebrated the joy that home health nurses experience by making a positive impact in their patients’ lives.
Task
At a time of high turnover and nursing shortages, how does a brand authentically engage and retain its large home health workforce? We teamed with Kindred at Home to launch the Center for Nursing Excellence and Advancement (CNEA) — helping build a beautiful, lightweight website that authentically reflected the joy that home health nurses experience by making a positive impact in their patients’ lives.
CNEA
Engaging the home health nursing workforce
At a time of high turnover and nursing shortages, how does a brand authentically engage and retain its large home health workforce? We teamed with Kindred at Home to launch the Center for Nursing Excellence and Advancement (CNEA) — helping build a beautiful, lightweight website that authentically reflected the joy that home health nurses experience by making a positive impact in their patients’ lives.
After receiving initial research from a large business consulting firm, Kindred at Home partnered with AMP COMMS who brought on Uncommon Bold to lead strategy and design, as well as Slipstream Global to aid with photography and content development. Our team first aligned the goals of internal stakeholders and consolidated the research findings into actionable next steps.
Together with our collaborators, we designed and launched a CNEA site that clearly organized existing nurse resources from across the organization, featured commissioned illustrations of home health nurses at work, and was optimized for the tablet device nurses used every day. We further designed plans for content and engagement expansion, including plans for converting local branches into physical centers of excellence for their nursing staff.
Outcomes
The home health nursing campaign launched on time just eight weeks from the start of the project with a well-received website and online education resource. Humana completed its acquisition of Kindred at Home and rebranded the program as CenterWell Home Health.
Roles
Strategy
Brand Development
Art Direction
Illustrator and motion designer Christy Lundy — who has worked with NBC, The New York Times, Google, and AARP, and who has home health nurses in her own family — created powerful artwork for the CNEA campaign. With a creative brief that included unusually complex responsive design requirements, Christy helped showcase diverse nurse figures in authentic “trunk technique” and “windshield time” settings as part of this program to celebrate the skills and heart of the profession.
Colors were specifically chosen to work with the current Kindred at Home brand, as well as future transition into Gentiva, Humana, and CenterWell identities.
To build the CNEA website, Christy’s illustrations were paired with a new typemark, fresh content related to the organization’s missions and resources for nurses, and beautiful storytelling of home health nurses at work provided by Slipstream.
Slipstream’s photography for the series developed into a library of more than 100 editorial images for future use. The launch was accompanied by internal communications delivered via intranet, email, and steering committee presentations.
Kindred at Home Team
Heather O’Sullivan, MS, RN, A-GNP
Chief Clinical Innovation Officer
Emory Kent
Director, Clinical Strategy and Practice
Malini Krishnamoorthy
Strategy Director