Welle

THE SITUATION

A company called NAPPI asked for a website redesign. We insisted on following our process to understand why, and determine how to help them succeed.

OUR CONTRIBUTION

NAPPI trains medical workers to protect themselves and their patients from violence in the healthcare workplace. After a workshop with its leaders, we followed our learning agenda to nurses and administrators at healthcare systems, to NAPPI’s Master Trainers - some of them former nurses - and to an analysis of the competition. Healthcare sees 4x the workplace violence of other industries, and 1 in 8 nurses in the US has been assaulted at work. Competitors taught physical defense, restraints, and intervention. NAPPI taught behavioral awareness, management, and prevention. The system was so respected, and the trainers so well liked, that nurses defended the brand whenever new employees questioned the name - NAPPI sounds like a hair insult or a British diaper. To grow its public image and client base, the company needed a rebrand. The problem ran deeper than the rhymes: NAPPI stood for Non-Abusive Psychological and Physical Intervention, but its trauma-informed program was far more than reactive “intervention”. It was proactive management, and that was what set NAPPI apart. The name had to point that way. We landed on Welle - a healthy, calm-sounding name with a unique spelling drawn from the German word for “wave”. Then we executed the whole rebrand: parking lot signs, trainer uniforms, educational materials online and off. And of course, the website.

THE BENEFITS

Before working with us, NAPPI won business by reputation alone. After the rebrand, they went outbound - email marketing, trade shows, and more. When the pandemic overwhelmed healthcare workers, Welle could turn to new customers, like museums struggling to enforce masking policies. The brand investment let them carry that trust into new markets and adapt as conditions changed. Today, Welle continues to serve hospital systems as their primary clientele.