Turning a pandemic salute into a digital destination

Client Background
This project honors the resilience and human stories of nurses across the U.S., capturing their front-line experiences during the pandemic in a powerful documentary and online hub.

Challenges

• The documentary needed a home that felt immersive, navigable, and emotionally resonant
• Site visitors sought more than a passive experience—they craved connection and stories that reflected nursing’s impact
• Press mentions and audience interest needed directional coordination for narrative consistency

Approach (LOOP Framework)

Launch – Build a welcoming digital venue

• Designed a compelling homepage that seamlessly embeds the documentary and encourages exploration
• Clear call-to-action links to On-Demand viewing and story navigation

Operate – Translate emotion into user flow

• Structured content into “Videos,” “Articles,” and “About” to guide audience discovery
• Featured testimonial quotes right on the landing page to anchor the emotional tone

Optimize – Organize for clarity and engagement

• Highlighted featured stories and press releases in dedicated subpages (e.g., “Articles”) for easy browsing
• Ensured the site delivered a cohesive narrative voice aligned with the documentary’s impact

Progress – Extend the reach beyond the film

• Positioned the site as a standing tribute, not just an event hub
• Crafted evergreen language and layout to welcome new visitors long after release

Results

• The site became a compelling, story-driven hub—the documentary feels less like a broadcast and more like a personal conversation
• Visitors can easily move from emotional connection to context, from film to stories, from the “why” to the “what’s next”
• The site strengthens brand consistency across documentary, press, and community engagements

Takeaway
When content meets context—especially human stories—your platform becomes more than an information source. It becomes a place to pause, reflect, and feel understood.