BRAND REINVIGORATION

Nursing Careers Allied Health (NCAH)

The NCAH magazine has been in circulation for over 15 years. It started life as ‘Nursing Careers’ - a magazine promoting employment and education related opportunities for nurses in Australia and New Zealand. Allied Health was subsequently added to create the name NURSING CAREERS ALLIED HEALTH. (Allied Health staff includes professionals such as Occupational Therapists, Physiotherapists, Psychologists, Dietitians, Speech Therapists etc)

With the launch of our website product and the domain name ‘ncah.com.au’ our name and branding on the magazine was all changed to NCAH. The problem is that ‘NCAH’ as a brand doesn’t mean anything, and while our magazine has excellent product recognition (i.e. when nurses see the cover of our magazine they immediately know what it is the brand name ‘NCAH’ has very little recognition, and gives no clue as to what we actually offer.

The NCAH product is associated with exciting career opportunities for nurses and allied health professionals. Most nurses perceive the magazine to be the place to go if you’re looking for a career adventure, particularly overseas working adventures.

So the challenge with this design project is to build upon and not undermine our product recognition but create a brand and identify that will have meaning across both our magazine and web platforms.

Nurses and allied health professionals in Australia and New Zealand.

Needs to appeal to a range of health professionals both young and old (so not just a Gen Y, but also some conservative nurse types).

Health professionals in Australia / New Zealand as in many places in the world are over-worked, under-paid and we want our brand to be all about presenting exciting career opportunities to them.

This project has three components: logo design, identity design and magazine cover.

Logo Design
The new logo will consist of the phrase: Nursing Careers Allied Health
The new logo:
- could be on two lines, e.g. Nursing Careers, then Allied Health
- 'Careers' may be given emphasis
- may incorporate an icon representing the health field, and the 'career adventure idea'
- domain name ncah.com.au must be an important part of the identify, but may be incorporated into the logo although may be a separate entity.
- must be consistent with new website design (attached), this new logo will be applied to the new website design

Identity
The identity design represents the design elements that will represent the NCAH identity across our magazine, website and stationery products.
Will include: logo, any icon, favicon, domain name ncah.com.au plus other design elements that enhance the brand.
The typeface must have a range of weights suitable for various uses.

Magazine Cover
Attached files show examples of the current magazine cover. The cover is 146mm wide by 207mm high
The new magazine cover will present a fresh, reinvigorated brand.
The cover design must incorporate the following elements
- New logo
- Identity elements,
- allowing space for a cover photo of 138mm wide by 88mm
- front cover strip ad with dimensions 135mm wide by 32mm high (see current magazine covers for example)