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Two phones on a yellow background show the Nursegrid logo and a nurse in blue scrubs above “Your schedule simplified.”Two phone screens pair the Nursegrid app logo with a person in blue scrubs and the campaign line “Your schedule simplified.”

Nursegrid

Big app. Quiet brand.

Nursegrid started in 2015 as a scheduling app built by a nurse. By 2022 it was the top-rated scheduling app for nurses, with more than 2 million downloads and a home inside HealthStream. It had grown almost entirely by word of mouth, and the brand hadn’t kept up. HealthStream wanted a clear voice and identity before taking Nursegrid beyond the calendar, into community, careers and open shifts.

Industry

HealthcareMedicalApps

Services Provided

App DesignRebrand StrategyIllustrationBrand MessagingBrand IdentityCreative Direction
The “BEFORE” panel shows the original “NurseGrid by HealthStream” wordmark beside a dark geometric cross.
The “AFTER” panel shows the redesigned Nursegrid wordmark in dark blue-green lettering on white.
A Nursegrid brand illustration shows a clinician wearing a stethoscope and climbing out of a phone screen.
A smiling person reclines beside the Nursegrid campaign headline “Your schedule simplified” on a peach background.
Nursegrid’s brand guidelines show wordmark spacing, typography, and campaign layouts alongside its voice principle, “We speak nurse speak.”

Fluent in nurse.

We started on TikTok, studying how nurses talk to each other. They’re smart, funny and a little snarky, and they’re tired of being called heroes. So we built a voice to match: quick, witty, smart and real. We mapped the audience from loyal everyday users to eager early adopters, and wrote Nursegrid as the calm, organized one in the room, talking to nurses on their level.

A Nursegrid app screen pairs a colorful geometric heart with “Take care of your wellbeing” above “Log In” and “Sign Up” buttons.
A white name badge reading “Aileen” hangs from a blue, peach and white checkered lanyard.
A laptop and phone show the Nursegrid website, with a nurse in blue scrubs beside “Your calendar at your fingertips.”
Nursegrid’s healthcare social media campaign pairs nurse portraits with colorful calendar grids and the message “Track, share, and swap shifts.”

It’s all on the Grid.

The positioning came straight from the name: “Shifts. Events. Job(s). Work wives. Credentials. Naps. It’s all on the Grid.” The identity follows the same idea, with a grid-based system and a fresh, flexible palette that works across the app, social and ads. We packaged it all in brand guidelines that HealthStream’s in-house designers could pick up and run with.

A hand holds a phone showing Nursegrid’s blue launch screen and four-color app icon, with matching squares around the photograph.
Nursegrid’s blue app icon on a phone home screen contains four colored shapes and sits beside the calendar icon.
Nursegrid’s shift calendar and worksite screens appear beside “Run your schedule. Don’t let your schedule run you.”
Six geometric icons in Nursegrid’s app represent wellbeing, shift swaps, work-life balance, scheduling, connections, and work sites.

Get in, get out, get on with it.

Then we took the brand into the app. We redesigned Nursegrid’s onboarding and first-use experience, from new components and illustrations to every line of microcopy. Nurses have places to be, so we streamlined the path to joining and made the app sound like Nursegrid from the first screen.

A phone on a sunlit chair displays the “Welcome to Nursegrid” app screen, with colorful geometric shapes and a yellow “Get Started” button.
Nursegrid’s mobile app uses colorful shapes to guide nurses through sign-up, finding their worksite, and learning how to swap shifts.
A hand holds a white Nursegrid business card for a primary care nurse, with small colored squares in opposite corners.
A Nursegrid badge design pairs a circular portrait with “SILVIA M.” and “CHICAGO, IL” above a band of colored geometric shapes.
A Nursegrid street poster shows a smiling person in blue scrubs beneath the headline “Life lives on Nursegrid.”

One front door.

In 2024, HealthStream brought us back for nursegrid.com. Nursegrid had grown into a family of products, from the app and continuing education for nurses to scheduling and hiring tools for organizations. We built one WordPress site for all of it, with shared navigation that connects the Shopify store behind Nursegrid Learn, and wrote the key pages in the voice we created together. It launched in fall 2025 and was a 2026 Webby nominee.

A tablet displays Nursegrid’s scheduling website, with “Your schedule, simplified” above a color-coded shift calendar.
The “Nursegrid by HealthStream” wordmark sits beside a line illustration of a person holding a calendar, with peach, blue, and mint color blocks.

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