Manitoba’s College of Registered Nurses, like those across the country had a mandate to move from an oversight and disciplinary body to a more ‘responsive’ model.


Registered Nurses have a proud history of clinical expertise, practical application, and caring. The Manitoba College of Registered Nurses shared the sentiment of pride, care and responsibility for the protection of the public, and maintaining trust in the designation and its practitioners.

But the perception of the College, among Registered Nurses and the public, was one of regulation and oversight, only. It was time, not to shift away from the all-important mandate of protection, but to add a dimension of support and caring to the oversight model – a dimension that had to be experienced and seen by Registered Nurses and the public alike.

We worked with a provincial committee with representation from front-line nursing, from nursing leadership and from the public to determine the key messaging, tone of voice and look and feel that would reflect the new reality and help guide the profession through the change.

The result is an organizational voice that is highly professional and clinically trustworthy, and also current and caring.


CRNM (College of Registered Nurses of Manitoba)



Logo, brand, stationery, environmental signage, website, various print materials


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