When the American College of Emergency Physicians (ACEP) saw that PEER, its industry-standard certification exam prep product, would be significantly threatened by recent certification board changes, it enlisted TDC to create identity and branding solutions for its new suite of PEER-based products.
We implemented a wide-ranging discovery program to gain a thorough understanding of how emergency medicine physicians, residency program directors, and emergency medicine residents across the country regarded PEER, the shift in certification requirements, and how they would approach exam prep going forward. Our insights from the discovery informed our development of fresh brand identities, brand look-and-feels, and messaging approaches for the new PEER products and were applied in print, direct mail, email, and social media campaigns, as well as in videos, collateral materials, and a new microsite.