Royal College of Nursing - Brand Development
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.
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.
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.