The American Board of Perianesthesia Nursing Certification (ABPANC) wanted to enhance the awareness and value of certification among healthcare managers, administrators and the general public. Market research and a marketing plan resulted in the creation of a new brandmark and a family of communication materials developed to increase the number of nurses earning certifications as Certified Perianesthesia Nurse (CPAN) and/or Certified Ambulatory Perianesthesia (CAPA).