A comprehensive branding program for the American Association of Directors of Nursing Services (AADNS). AADNS created a new association to empower long-term care nurse leaders. AADNS's mission is to empower nurses through leadership, advocacy, education, and the care community. The AADNS branding program includes strategy, key messaging, logo/word marks, logo usage, and brand applications. The brand centerpiece is the leadership arch logo which represents teamwork and the collaborative culture of long-term care nursing services. Brand applications include stationery system, responsive website, social media icons, advertising (digital, print, outdoor), print collateral, merchandise, environmental graphics, and pop-up booths. Project Team: Unfolding Terrain and McKinley Advisors.