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Mid-market Case


If you build it, they will come

TotalMed is a healthcare staffing organization focused on job placement for travel nurses across the United States. They developed a unique, robust mobile app that allows users to identify their most important factors when selecting their next contract, then deliver a wide assortment of opportunities that fit their exact needs.

TotalMed engaged MonogramGroup to develop a brand name and visual identity that conveyed innovation and approachability. This brand would be deployed across the app itself, as well as a variety of promotional materials for the launch plan.



Hospital & Health Care

What We Did:
Brand Invention

Hello, eRiN

We developed 200+ naming options within thematic categories. After an iterative process with the TotalMed team, we selected the name eRiN – reminiscent of a person (akin to Alexa or Siri) acting as a personal guide for travel nurses.

The name was inspired by the abbreviation for a registered nurse, “RN.” This play on the certification that nurses achieve allows them to quickly identify this app is meant for them.

Our design was inspired by a common trend in mobile apps – simplicity and cleanliness. While the lettering is all black, we used a splash of color in the dot on the “i” that can be varied across 4 colors. This allowed for flexibility and testing throughout the early stage of this brand introduction.

We also developed a comprehensive manual for the eRiN brand, covering logo usage, colors, fonts and photography. However, our work on this exciting new brand was only just beginning.

Prepping the launch pad

TotalMed unveiled the new eRiN app at a travel nursing conference in Las Vegas at the Paris Hotel. MonogramGroup only had a few weeks to produce two 15-second video ads featuring real travel nurses. We also sourced and hired five brand ambassadors to promote the new brand at the conference, outfitting them in custom scrubs.

Additionally, we also designed and order customized swag and generated a revamped trade show booth and signage.

Geofenced impact

MonogramGroup and Pilot Digital collaborated to develop a digital campaign to spread the word about the new brand and app before, during and after TravCon. A geofenced campaign was created to target attendees, in which they could see the banner and video ads to learn more about eRiN.

We also utilized a mobile billboard truck, which drove up and down the Strip in a 1-mile radius of TravCon.



Banner Ads



Video Ads



Retargeted Banner Ads



Retargeted Video Ads

They got to know eRiN

The TravCon brand launch was a smashing success, as 1,000 (out of 1,500) attendees downloaded the app before leaving Las Vegas.