my role: branding | design direction | uX | Ui
Wanderly is an innovative startup in the travel nursing industry. It's the Kayak for travel nurses in search of their next assignment - a need that was unfulfilled until the startup came along.
As part of the Product Design team, I contributed to the UX process during requirements gathering, user interviews, market research, and wireframing. I also created all things visual design: logo and brand identity, marketing collateral, UI, social content, etc.
In a sea of health-related symbols, I opted for a logo that spoke to the adventure aspect of travel nursing, and the company's goal to foster more positive and symbiotic relationships between nurses and recruiters. I also added an expanded brand color palette for a more fun and flexible identity. The 3 colors in the master logo represent the 3 sides of the company: nurses (yellow), recruiters (orange), and agencies (blue).
We also moved away from aspirational nature photography and corporate healthcare images. Since we were making nurses' lives easier, we wanted to convey a feeling of ease and happiness, like being on vacation. So we created minimalist vignettes of items one may take to the beach, a mountain adventure, or ski resort.
Tradeshow Booth Design
We launched the company to nurses in Las Vegas, on September 18, 2017. For our booth, I created a backdrop that stood out, which had a positive impact on nurses attending - Wanda the Wanderly Pineapple also helped bring people to the booth. The agency side had its official launch in October.
Wanda the Wanderly Pineapple
As part of the social strategy, I let myself be inspired by the traveling gnome phenomenon, and proposed we create a similar concept with a character that symbolized vacation and fun - enter Wanda. This plush toy is given to influencer nurses to take along on their adventures, and send us their Wanda selfies. It's a great way to generate UGC content, with the potential to scale and include partnership opportunities in the future.