The branding engagement for Nura came with clear mandates: Convey the optimism and hope that this chain of clinics offers those suffering from chronic pain; raise the profile of pain management as a mainstream medical specialty; and call attention to a key Nura differentiator – its precision, multipoint approach to treatment.
The first order of business: creating a logo and descriptor that communicated essential information about the brand. The graphic symbol suggests Nura’s focus on identifying pain at the source and attacking it at every point of vulnerability. It also communicates that a new day has dawned for patients beset by pain and, perhaps, opioid addiction.
Nura’s approach to pain management can bring hope even to those who have resigned themselves to chronic suffering. We communicated that idea through an initial ad campaign that bears the headline, “I’m back.”
Building architecture and signage gives Nura clinics the visibility and stature of a well-established medical specialty, countering the stigma that some patients still believe is attendant to pain management.