Did you know that the healthcare industry experiences 4x as much workplace violence as any other industry?

Welle used to be called NAPPI, which stood for Non-Abusive Psychological and Physical Intervention. They train healthcare workers (and people from other industries) to prevent, de-escalate, and defend themselves against workplace violence. They are a perfect example of a brand whose sole purpose is to empower their customers.

NAPPI originally came to us to redesign their website. First, we assessed their situation from their inside-looking-out perspective. Then we talked to some of their customers, to get the outside-looking-in perspective. What we learned was that their differentiator was this: while all training firms taught techniques to intervene after a situation got violent, NAPPI spent more time teaching how to assess a patient’s behavior to detect the earliest signs of agitation, in order to diffuse the situation before it ever got violent. NAPPI taught behavioral safety management, not just intervention. So the “I” in the name was a problem. Not to mention the similarity to “nappy”.

So we renamed the entire company, and redesigned its entire brand identity. The target audience is more specific. The messaging is clearer. We’ve redesigned the website, the uniforms, the workbooks, the online training modules - all of it.

We applaud brands like Welle that are working every day to make our most important frontline workers safer (and more empathetic) in their daily duties.