When the University of Michigan School of Nursing decided to refresh its brand identity to better reflect the school's reputation and leadership in the field of nursing, the institution turned to Ann Arbor-based Q Ltd. to lead the change.
Q Ltd.'s rebranding mission included a redesign of the School of Nursing's identity,
a brand guidebook, and a series of marketing materials for prospective nursing students at the undergraduate, master's, and PhD levels.
Today's nursing field calls for students with the right balance of academic skills and a sense of compassion, and the UM School of Nursing's objective is to recruit highly qualified candidates who fit these criteria and show leadership potential as well.
"The University of Michigan School of Nursing is a nationally recognized institution and respected leader in nursing education, research, practice innovation, and health policy, and it was time we elevated our brand image and several components of our communications efforts to reflect that," said Ann Luke, assistant to the dean of the school.
The project began several months ago with research and focus groups which helped shape the creative process, brand strategy, and marketing materials.
"A branding project of this scope allows Q to draw on the firm's full range of capabilities, including conducting research through interviews with faculty and students," said Q creative strategist Paul Koch. "Leadership at the School of Nursing saw the value in having a deeper level of insight right from the beginning.
The new School of Nursing identity and student recruitment brochures were developed by Q's team of creative directors, designers, strategists, and writers in Ann Arbor, working with members of the UM School of Nursing communications department.
Q Ltd.'s expertise includes Web site design, identity design, and strategic branding. Based in Ann Arbor, Q also has offices in San Francisco, and a working partnership with Q in Wiesbaden, Germany.
More at www.qltd.com.
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