Nurse Maude is a healthcare provider serving Canterbury, Nelson/Marlborough, and Wellington, dedicated to delivering care to those who need it most. With a focus on innovation, research, and community care, they provide homecare, district nursing, hospice, and specialist healthcare services to support our communities. Sibylla Maude’s (known as Nurse Maude) established district nursing in the early 1900s in Christchurch, the organisation continues her work to this day. It is staffed by approximately 1500 paid and unpaid staff with a dedicated Executive team and Board that oversees the organisation.
The Challenge
Nurse Maude was looking for a new website and design to improve their online presence. During initial discussions it became clear that it was not only the website that needed a refresh, but that their brand was outdated for the modern healthcare environment. Nurse Maude recognised they needed to refresh their branding to better represent themselves in their community.
We were tasked to journey with them and refresh their brand, while retaining the integrity of their story. A key focus was staying true to their history and core values.
Our Approach
In redesigning Nurse Maude’s brand identity, we embarked on a journey to honour the pioneering spirit of Sybilla Maude and her profound impact on New Zealand healthcare. Our approach was rooted in deep research and a strategic vision to modernise while preserving the organisation’s century-long commitment to compassionate care.
We met with Nurse Maude and spent time learning about Sybilla Maude, their organisation’s history and their goals for the future. We used elements of Sybilla Maude’s handwriting from signing off patient notes and incorporated it with the ecg heartbeat pattern to create the core aspect of the brand. The brand continues the story and essence of her district nursing to this day
The Solution
We delivered a comprehensive brand refresh for Nurse Maude, carefully balancing tradition with modernity. This included a new logo, typography, colour palette, and a detailed brand guide to ensure consistency across all touchpoints.
To support the seamless implementation of the new brand, we provided practical assets and guidance for signage, uniforms, and both internal and external documentation. Every design decision was made with Nurse Maude’s legacy in mind, reinforcing their commitment to care while ensuring a fresh, professional, and future-proof brand presence.
The Impact
The refreshed brand strengthened Nurse Maude’s presence, ensuring a more modern, accessible, and cohesive identity across all platforms. Staff and stakeholders embraced the new look, which honoured the organisation’s history while making it more accessible and engaging for today’s audience. The rebrand enhanced recognition, improved consistency in communications, and reinforced trust in Nurse Maude’s services. The updated signage, uniforms, and materials provided a clearer, more unified experience for both staff and the community.
Why It Matters
This project exemplifies our commitment to designing thoughtful, research-driven brand solutions that honour the values of each individual business while embracing modernity. By balancing history with modern design, we created a refreshed identity that not only preserves Nurse Maude’s legacy, but also enhances its relevance and impact.
The success of this project highlights our strengths in strategic brand development, seamless execution, and delivering designs that resonate with both the organisation and their communities.
Visual Showcase
Final Thoughts
The Nurse Maude rebrand was a meaningful project that allowed us to honour a rich legacy while creating a brand fit for the future. By blending history with modern design, we helped ensure their identity remains strong, relevant, and easily recognisable in today’s society, making it more accessible and impactful in the healthcare sector. If your organisation is looking for a brand refresh that respects your story, let’s chat about how we can make that happen together.
