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Rural Generalist
> Squiz matrix CMS WEBSITE
> Brand identity
A website for attracting doctors to remote Northern Territory
Overview
Captovate were approached to complete the strategy, brand design and website development for a new NT Government initiative to recruit doctors to the NT.
This national and international campaign needed to take people on the journey of becoming a generalist and also showcase the NT as a great place to live and work.
The approach
We had three key goals when creating the brand identity for Rural Generalist - connect to the Territory, show linkages to health partnerships and convey the idea of a pathway. The concept behind becoming a Rural Generalist is that a person needs to take a pathway to get there depending on where they are in their career, so this is a key part of the user journey.
The colour palette uses earthy oranges and yellows to represent the Territory, alongside a dark blue which is widely used to symbolise medicine. The dotted design elements convey the idea of a pathway, and also represents Indigenous dot art.
The website was built in Squiz Matrix, which is a Content Management System (CMS) widely used by Northern Territory Government. The design is highly visual, using the pathway elements to signpost users as they scroll down the page. Anchor links were also used to take users directly to their spot in the pathway, whether they're a student, intern, resident, registrar or fellow.
Build awareness of the new identity
Captovate have also developed branded report templates and MailChimp newsletter templates for Rural Generalist. In 2022, we'll also kick off the digital campaign leading into the upcoming intakes. This will include social and search engine marketing.
"Captovate helped us achieve many aspects of this project, from coordinating user testing, brand development, iconography, digital strategy and web design and development. The team was a pleasure to work with. The organisation now has a professional online presence to promote the pathways of becoming a Rural Generalist"
Vidoula Uckiah, Project Manager
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