WorkFlow
The alternative for self-employed professionals in healthcare
Challenge
WorkFlow, the innovative flexible work platform of deRotterdamseZorg, provides a solution for flexible and independent work in healthcare. The platform sought a way to convince self-employed professionals in healthcare to work flexibly and independently while enjoying the benefits of a flexible employment contract. To achieve this, we assisted WorkFlow in developing a new strategic positioning and establishing various campaign concepts. To visually support the brand story, we created a new visual language and implemented offline marketing.
Result
Brand story & campaign concepts
Aligns with brand story
Different communication tools
Flexible working with certainty
How do you convince self-employed professionals in healthcare to work as employees? By offering them the choice of freedom, security, and convenience. With WorkFlow, freelance professionals have access to a user-friendly digital platform where all flexible assignments from affiliated healthcare organizations are presented. These elements were translated into a strategic brand positioning for this innovative platform.
Campaign concepts
Various campaign concepts have been created based on the developed brand story. We approached the situation from different angles, including raising awareness about changing laws and regulations, presenting a lifestyle perspective that WorkFlow can offer to freelancers, and adopting a general branding approach.
A recognizable visual language
To visually support the WorkFlow story, a recognizable and cheerful visual language has been developed. This includes a wordmark where healthcare, freedom, and the digital nature of the platform are clearly visible. By breaking down the logo into separate elements, we ensure recognition across all communication materials for WorkFlow. We showcase satisfied, happy healthcare professionals in visuals where they are prominently featured, whether inside or outside their work environment.
Offline marketing
To introduce the WorkFlow platform, we developed some communication materials based on the positioning and visual language. This includes a professional and user-friendly PowerPoint template. Additionally, for the opening event, we created an informative and handy brochure packaged in a cheerful tote bag.
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