Visiting Nurse Association of Boston & Affiliates
Creating one voice

With growth comes the challenge of redefining who you are.

The Visiting Nurse Association of Boston (VNAB), the largest and oldest visiting nurse association, is a non-profit, community-based, home health care agency that serves Greater Boston residents. Recently, the organization acquired a private pay home care subsidiary to expand its services to more patients and help them live with greater independence at home.

Employees viewed this subsidiary and a long-standing hospice care affiliate as operating separately from its core nursing services, and patients and potential clients were unaware of VNAB’s range of care capabilities.

Our challenge was to create a seamless brand so VNAB’s variety of care options could easily be identified, and internal and external referral sources would view them as one. The goal was to highlight the individual strength of each while creating one brand to stand apart from competitors.

Building off a Communications Audit we conducted for VNAB in 2003, we facilitated a Strategic Messaging Session (SMS) with all three entities to create new messages and a communications plan to reach the target audiences of employees and referral sources. To ensure effectiveness and value, we tested the restructured key messages, elevator pitch, tag line and logo with a focus group.

Communication via Design worked in partnership with SM& to create a new logo for VNAB and its affiliates, developing a fresh look and feel for the brand that clearly conveyed the organization’s range of care options.