“The branding exercise has brought us closer together as an organization and there is an injection of new energy into our work and aspiration for HNF”
Priscylla Shaw, President of the Board of Management
Home Nursing Foundation
Helping the organization grow their offer through all-round support
Nursing Brands: HNF is a charitable organisation, offering home nursing services to patients who cannot afford the medical fees. HNF wanted to reposition to become more relevant within the changing medical landscape of Singapore. Moving forward, HNF saw the opportunity to offer ‘all-round support’, which meant providing & coordinating services that went beyond nursing care in the home.
Marketing & Communications
Tangible redrew the HNF identity to reflect the idea of ‘all-round support’ and capture the commitment nurses make to HNF. It was a happy coincidence that the symbol reminded some of the very first HNF logo, which also depicts a warm embrace. A visual & verbal toolkit was developed to help explain the expanded role of HNF and encourage volunteers & donors to come forward. The ‘mosaic’ design element represents HNFs role & its multi-faceted offer.
People & Culture
It was through the nurses’ participation in the design of their uniforms that our branding project had the most impact with frontline staff. Getting the nurses involved in the process helped them associate the uniforms with the service expectations the brand positioning called for.
Products & Services
Tangible helped to organise HNF’s offer into three service areas: ‘Physical well-being’ (which includes home medical & home nursing care), ‘Emotional well-being’ & ‘Practical & lifestyle support’ (a.k.a. social support). By creating this framework, we could then ideate new initiatives that fulfilled HNF’s purpose. Ideas included identifying partners & volunteers to enhance the HNF offer, like engaging school groups as ‘Befrienders’. Other ideas like extending patient hotline hours and shift work for nurses, would increase availability of nurses without overloading them.
Spaces & Places
One of the key milestones of the project was a touring exhibition of the history & role of HNF in Singapore’s development. Tangible supported the exhibition designers by providing all the visual assets & communication system required for this landmark exhibition.
