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Key Details

INDUSTRY
Healthcare Staffing
SERVICES
Customer Research
Brand Audit
Brand Strategy
Naming
Visual Identity
Marketing Collateral
Website Design
Copywriting
Photography
Rollout
BRAND ROLLOUT
2024

The Opportunity

A healthcare staffing company headquartered in Texas with a growing customer base built on trusted relationships, DirectCare Shifts (DCS) was looking to reimagine its brand and position itself to capture greater market share. In a post-pandemic market, however, “staffing app” had become a dirty word for many skilled nursing facilities, as technology had prompted a race to the bottom in quality of care. DCS partnered with Ignyte to research brand perceptions and reposition its brand as a forward-looking but human alternative.

Brand Strategy

Research into both of the brand’s audiences (nurses and healthcare facilities) showed that DCS was perceived as being caring, reliable, and, above all, easy to work with. With strategic insights like these in hand, Ignyte conducted a hands-on positioning workshop to align key stakeholders around the brand’s strategic direction. The positioning framework that emerged was centered on differentiators like workforce stability, dependability, and ease of use. Pivotal ideas included the fact that the brand helps facilities better manage their workforce, with custom-tailored solutions and a concierge approach. And that it gives nurses control over their schedules, with a supportive community who always has their back.

Stakeholders

6

Customer Surveys

625

Competitive Audits

10

Audience Segments

4

Naming

After a careful analysis of the brand’s current name within the competitive landscape, Ignyte strongly recommended a name change. The concept of “direct care” was not widely used by stakeholders, and “shifts” felt limiting and commoditized. The renaming process included in-depth research to uncover opportunities for differentiation and inspiration. After multiple rounds of refinements, the name Switch was met with widespread enthusiasm. The name evokes a transition from the old ways of healthcare staffing to a new approach that’s easy as flipping as switch.

Visual Identity

The Switch visual identity was designed to embody the brand’s revitalized positioning and personality. The brand’s primary color, coral, evokes innovation, friendliness, and confidence, and works as a powerful accent against a sophisticated charcoal shade. An approachable typeface captures the humanity at the heart of the brand, while a symbol evokes the interface between nurses and healthcare facilities in the communal effort to improve patient care.
The Switch logo

Collateral

Collateral comprised an integrated collection of brochures, presentations, and templates designed to equip the sales and marketing teams with a powerful system for communicating the new Switch brand positioning. Each collateral piece evokes Switch brand personality attributes (friendly, dependable, authentic, innovative) with branded fonts, photographic treatments, iconography, and more.
A woman carries a Switch-branded tote bag with the messaging
A cropped shot of the torso of a woman wearing black Switch-branded scrubs
A split image with a Switch-branded ID badge on the left and a Switch bus shelter ad on the right
A black coffee mug featuring the Switch logo against an orange backdrop

Website

The Switch website is a comprehensive embodiment of the brand’s reimagined positioning and personality. The site was designed to evoke the ease of use that’s central to the brand’s positioning, starting with a simple homepage experience that quickly segments the brand’s distinct audiences (nurses and facilities). On each audience page, vibrant photography is interspersed with illustrative screen caps of Switch’s easy-to-use app. The narrative that unfolds is told in a highly engaging tone of voice, infusing the experience with the brand’s humanity.
A screenshot of the Switch home page.