As a career-focused schooling experience for healthcare education, Lifework trains and mentors professionals across the continuum of healthcare from new certification to continuing education.
Context
After a recent merger of seven separate healthcare training brands, Lifework—formerly known as Healthcare Learning Alliance—approached us with the desire to create a unified brand that would resonate with existing markets and support national expansion. We quickly realized why Lifework was struggling to stand out: healthcare training is a saturated market, meaning students choose on price and convenience—or their employer chooses for them.
Starting with qualitative research to understand what unites Lifework's students, instructors, and once-separate sub-brands. We discovered key insights about Lifework’s students and educators that gave us a new perspective and helped us build a brand experience specifically suited for the people engaging with it every day. Testing our brand motivators at scale nationwide via a quantitative survey, we created a brand system built to grow.
Starting with qualitative research to understand what unites Lifework's students, instructors, and once-separate sub-brands. We discovered key insights about Lifework’s students and educators that gave us a new perspective and helped us build a brand experience specifically suited for the people engaging with it every day. Testing our brand motivators at scale nationwide via a quantitative survey, we created a brand system built to grow.
