Travel Nurse Across America

Travel Nurse Across America

Attracting new audiences through a moving brand identity

Most travel nurse agencies focus on attracting potential nurses by sharing the extreme experiences (such as mountain climbing or lying on a pristine beach) they’ll have as part of their assignment. But Travel Nurse Across America knows that travel nursing is more than those one-off experiences. Nurses need support every step of the way—when they have a flat tire or have trouble accessing their new home for the first time. Often far away from home and removed from friends and family, it’s about the relationship that recruiters have (and maintain) with nurses throughout the process that sets them apart.

Breathing life back into the brand

While Travel Nurse Across America is widely regarded as a top travel nursing agency, its brand identity had been left in the past. Visually, the brand was dated, inconsistent, and void of an anchoring theme. And from a recruiting standpoint, the TNAA acronym was forgettable.

A moving visual identity

The goal was to bring focus and clarity through trust. The visual identity is anchored on the brand theme of “support for your whole life.” The traveler’s life is seen through a series of nurse-generated images. Each moment—from grabbing coffee with new friends to delivering a NICU baby for the first time—is a particular moment in time. One that should be remembered and celebrated by the nurses and the agency. These moments are authentic representations of the lives of the nurses, not a high polish marketing-driven campaign to lure them in.

Conveying trust

The logo was simplified and modernized to attract two key audience segments: agency loyalists and resume builders. The hierarchy shifted from TNAA to Travel Nurse Across America to build credibility and trustworthiness. The logo system was also constructed to allow for the most clarity at various dimensions and sizes.