Refreshing Wolters Kluwer’s Brand to Inspire the Future of Nursing Education
Challenge
Wolters Kluwer’s marketing team sought to redefine their brand identity for Wolters Kluwer. While competitors often presented a clinical and technical aesthetic, they aimed to differentiate themselves by adopting a more human, approachable, and emotionally resonant brand language. The challenge was to create a cohesive visual and verbal identity that introduced warmth, life, and storytelling—making the brand more engaging for potential customers.
Our Approach
In close collaboration with Wolters Kluwer’s marketing department, we developed a new brand language that infused personality into every touchpoint:
Brand Messaging & Tone: We crafted a voice that was clear, compassionate, and relatable, moving away from overly technical jargon to focus on customer needs and experiences.
Visual Identity: We introduced natural and holistic elements into the imagery, incorporating warm colors and natural lighting to create a sense of warmth and approachability. This approach aimed to evoke a feeling of optimism and trust, making the brand more relatable and engaging.
Video Series: To bring the brand’s new personality to life, we produced a compelling video series showcasing real-world applications, customer experiences, and the human impact of Walters Clearer’s solutions.
Marketing Collateral: We ensured all customer-facing assets—from brochures to promotional materials—reflected the new brand language, making complex information more accessible and engaging.
Website & Digital Assets: We rewrote website content and designed digital assets that reinforced the new tone, ensuring consistency across all online touchpoints.
Results
By integrating this refreshed brand language across Wolters Kluwer’s marketing ecosystem, we successfully positioned the company as a more human, engaging, and relatable alternative to its competitors. The new messaging and visuals resonated with customers, reinforcing trust and making complex information more digestible. This transformation not only helped distinguish Wolters Kluwer in a competitive market but also strengthened its connection with customers—turning technical solutions into compelling stories of impact.
