Royal College of Nursing - Brand Development

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The Challenge

RCNi is the new name for RCN Publishing – the editorially independent publishing arm of the Royal College of Nursing. 2015 was the year to powerfully address the business challenges of a radically changing publishing environment.

Our task was to build a future-proof brand recognised by the entire nursing market. A unified idea and an inspiring identity that would drive sub-brand consistency and strengthen a new digital focused business strategy.

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Idea

The idea of ‘Progressive thinking’ was inspired by RCNi’s pioneering spirit and its ambition to inspire lifelong nursing knowledge.

The new identity was created as a complete branding system designed for application to every touch-point – on and offline. Particular attention was paid to internal engagement programme as well as external launch campaign designed to signal the name change and drive readers to RCNi’s new hero product – its website.

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Results

Within 3 months of launch in 2015, site traffic was up 51%, mobile use was up 180%, cancellations had dropped by 22% and RCNi were enjoying a huge 271% (yes, Two Hundred and Seventy One Percent) increase in e-commerce sales.