Center for Nursing Excellence and Advancement

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.

Custom Illustrations

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.

Website

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.

“Thank you! You don’t know how much this means to us!”

— Dana King, Clinical Assessment Advisor in North Alabama, with Kindred at Home since 2013 

Creative Team

Uncommon Bold Team

Emily F. Peters, Brand Strategist
Joanne Lam, Creative Director, Designer, Developer
Christy Lundy, Illustrator

John Fox, Content Strategist
David McClain, Photographer

Heather O’Sullivan, MS, RN, A-GNP, Chief Clinical Innovation Officer
Emory Kent, Director, Clinical Strategy and Practice
Malini Krishnamoorthy, Strategy Director

Katherine McGraw, Project Leader