The Brief

The Australian Primary Health Care Nurses Association (APNA) saw a systemic problem: while Continuous Professional Development (CPD) is a regulatory requirement, the tools available to nurses working in community and primary care were fragmented, manual and transactional. Over 60% of nurses found CPD tracking confusing and time-consuming, with more than 70% saying they lacked visibility into how their skills compared to standards or peers. The result? Compliance panic, career stagnation and low morale in a workforce vital to Australia’s health system.

APNA’s ambition was bold: to transform CPD from a burden into an opportunity. They envisioned a platform that would support and empower nurses throughout their careers – intuitive, secure, human-centred and emotionally resonant. Something that reflected the professionalism and compassion of nurses, while relieving the admin load they carry every day.

Liquorice was engaged to bring that vision to life – delivering strategy, brand identity, UX, UI and technical development for a digital product that needed to do more than log hours. It needed to provide meaningful support, enable growth, and reinforce the value nurses bring to community care.

The Process

We began with in-depth workshops alongside APNA and nurses in the field, surfacing the real frustrations, needs and aspirations of the target audience. These insights shaped every decision – from the technical architecture to the brand’s tone of voice. Working closely with APNA, Liquorice developed a brand strategy anchored in the idea of “Potential.” And a Florence Nightingale inspired tagline “Light the Way”. This platform informed a warm, approachable visual identity and plainspoken verbal tone prioritising clarity, empowerment and trust.

CPD platforms are often bureaucratic and transactional. We reimagined this experience. Beyond simply meeting a regulatory requirement, we sought to reflect back to nurses a sense of worth, pride and potential. 

The tone of voice is clear and kind. The design language is uplifting, never condescending. Every decision (from interface layout to colour choice) was made with empathy and empowerment in mind.

The design is approachable and empowering. The bespoke Florence wordmark, highlighter yellow accents, and Light Pen and Coxcomb Devices echo Florence Nightingale’s legacy. A warm, energetic palette and rounded serif typography strike a rare balance in health tech – modern and trustworthy, but never clinical or cold. The tone of voice is plainspoken, supportive and kind, meeting nurses where they are, digitally and emotionally.

Technically, Florence is built to scale – a React front-end with a flexible Craft CMS backend, fully integrated with APNA’s CRM. This gives APNA a future-ready digital foundation and nurses a seamless, mobile-first experience they can access anytime, anywhere.