Nurses at Rush North Shore Medical Center engaged in a lengthy process to gain the prestigious Magnet certification. In order to get nurses to “buy in” to the process, an identity was designed using input from all stakeholders. The theme was “transformation and growth”, expressed through a logo that combined a heart with a winding road. The logo needed to work with the hospital’s identity system, and was applied to many items including coffee mugs, scrubs, event invitations and an annual report.