eRiN
Establishing a subbrand and driving GTM efforts for a healthcare staffing firm serving travel nurses.
TotalMed engaged MonogramGroup to develop a brand name and visual identity that conveyed innovation and approachability. This brand would be deployed across the app itself, as well as a variety of promotional materials for the launch plan.
We developed 200+ naming options within thematic categories. After an iterative process with the TotalMed team, we selected the name eRiN – reminiscent of a person (akin to Alexa or Siri) acting as a personal guide for travel nurses.
The name was inspired by the abbreviation for a registered nurse, “RN.” This play on the certification that nurses achieve allows them to quickly identify this app is meant for them.
Our design was inspired by a common trend in mobile apps – simplicity and cleanliness. While the lettering is all black, we used a splash of color in the dot on the “i” that can be varied across 4 colors. This allowed for flexibility and testing throughout the early stage of this brand introduction.
In collaboration with our video partner, All Day Breakfast, we built two captivating video ads that showcase the ultimate traveling nurse app with over 50,000 opportunities.
TotalMed unveiled the new eRiN app at TravCon, an annual conference for travel nurses. In addition to sourcing five brand ambassadors for the event, MonogramGroup and Pilot Digital collaborated to develop a geofenced digital campaign to spread the word before, during and after. We also utilized a mobile billboard truck, which drove up and down the Strip. The brand launch was a smashing success, as 1,000 (out of 1,500) attendees downloaded the app before leaving Las Vegas.
