Nurses Need Business Cards Too
Business cards are your silent ambassador long after you have left, and should communicate who are you are and what you do at a first glance. I have a few nurses in my immediate family, so when I was approached by this senior nursing student, I jumped at the chance.
Here’s a project that I worked on last fall! Business cards are your silent ambassador long after you have left, and should communicate who are you are and what you do at a first glance. I have a few nurses in my immediate family, so when I was approached by this senior nursing student, I jumped at the chance.
This young man is headed into emergency medicine, and originally requested a caduceus on his cards. (Don’t worry I had to look it up too) A Caduceus is the symbol of the staff with two snakes twining around it that generally represents medical organizations. This symbol isn’t necessarily accurate of his future profession however, so I opted for a more recognizable nursing symbol: the Stethoscope. I love how the line bleeds off the front and onto the back discretely continuing the image of the stethoscope.
Is Complex "Smarter"?
When it comes to solving problems, we often fall into thinking that the smartest solution is the most complex. But in reality, how much harder is it to make a complex problem simple? Since when is more steps preferable to fewer steps?
When it comes to solving problems, we often fall into thinking that the smartest solution is the most complex. But in reality, how much harder is it to make a complex problem simple? Since when is more steps preferable to fewer steps?
Mileha Soneji is a product designer who believes in simplicity’s ability to create profound impact as multiple “simple” solutions compound to solve larger problems. This mind set of simplicity in problem solving stretches across disciplines. At the end of her TED talk she explained:
“‘Smart’ in today's world has become synonymous to high tech, and the world is only getting smarter and smarter day by day. But why can't smart be something that's simple and yet effective? All we need is a little bit of empathy and some curiosity, to go out there, observe. But let's not stop at that. Let's find these complex problems. Don't be scared of them. Break them, boil them down into much smaller problems, and then find simple solutions for them. Test these solutions, fail if needed, but with newer insights to make it better. Imagine what we all could do if we all came up with simple solutions. What would the world be like if we combined all our simple solutions? Let's make a smarter world, but with simplicity.”
The problem with Metrolink's Santa Clarita billboards
Metrolink recently put up three billboards in the LA bedroom community of Santa Clarita. These billboards are brightly colored, feature a light rail train, and one tagline reads “So long stress”. Unfortunately, Metrolink missed the point.
Metrolink billboard, Newhall Ave, October 2018
Metrolink recently put up three billboards in the LA bedroom community of Santa Clarita. These billboards are brightly colored, feature a light rail train, and one tagline reads “So long stress”. Unfortunately, Metrolink missed the point.
The billboards are brightly colored, well executed, and succinct. The location is stellar – there are many commuters in Santa Clarita who do not currently use the Metrolink train. So exposure in this community is well placed. But something is missing that a good design and a good location can’t make up for: A good idea.
Unfortunately, the tagline “So long stress” is too on-the-nose to be clever and memorable, and too broad to be relatable. We’ve heard it before, and unfortunately LA traffic is not the only stress we experience. So while it may be true, it’s just too broad as a tagline.
While the billboard illustrations are well done, taking the train to work has never been viewed as glamorous. Yet displayed front and center is an image of a train. I get that I’m wanted to connect the idea of no stress with taking the Metrolink train. Fair enough. Makes sense right? But if strong and valuable (as in cash value) associations like this were made that easily Harley Davidson and Coca cola would not have needed to spend millions of dollars in developing a brand story and powerful advertising.
In addition, I already know that if I take the Metrolink I’ll be on a train or bus. Think how much more powerful the message could be if we were told something we didn't already know. (Or at least didn't think we already knew)
The image and the tagline must be thoughtfully, carefully, and painstakingly combined so as to intrigue the mind and (hopefully) cause an emotional response.
So what would be a better idea for Metrolink? One of my classmates in advertising class last year, Alex Barboza, was given the assignment to create ads for Metrolink. His idea for a TV spot was “If you take the Metro, you will arrive at work fresh and ready to go.” The spot included dramatic coffee spills for the driver and a composed and calm entrance for the rider.
Translated to a billboard, this idea would be something like “Start fresh”. Ok, a little cheesy. But coupled with a smartly dressed business person walking into work makes you think “What makes me start work fresh?” Now you’re curious. It’s simple, short, lateral, and communicates one clear benefit in a tangible way. Without. Actually. saying it.
The problem with saying “So long stress” is that too many companies and products today promise stress relief. This means it’s a mainstream idea. This means we tune it out when we see it. This results in people saying “What billboards?” when asked if they saw the Metrolink billboards. These are people who drive by those billboards on a daily basis. People who are potential customers.
Metrolink, it’s isn’t working.