Antelope Valley Hospital
Recruitment Brand & Career Site
Antelope Valley Hospital is a public district hospital in a beautiful desert region of California. The existing recruitment experience didn’t feel connected to the environment or culture. AVH wanted to zero in on the things that make them special and distinct from the competition: the community grown around it, the sunny climate it thrives in, and the dedication of its employees. The end goal was to develop a brand concept – and, once approved, continue on to a landing page experience to maximize nursing hires.
Concept 1
THAT’S HOW WE SERVE
Messaging is built around the idea of the community, working together and a dedication to patient needs
“That’s how we serve” would become a consistent messaging element, ending every headline
Imagery is sun-soaked, amping up the warm elements to really evoke the local environment, even in normally sterile interior shots
Photo selection is built around “hero” images that feature those who serve
Lifting the angle shapes from the logo creates visual background elements that insinuate the idea of sun rays
Concept 2
BRIGHTEN UP THE BEDSIDE
Messaging leans into ideas of warmth and brightness – metaphors for the emotional connection that can make the difference in patient experiences
“Light” words are intentionally sprinkled throughout
The sun ray-like logo angles are again featured, but this time as a window to highlight sincere moments between professional and patient
Photo selection zeroes in on everyday moments of the job