NBPME
Setting America’s Standard for Podiatric Medical Licensure
The Client
The National Board of Podiatric Medical Examiners (NBPME) enacts the policy, guides the development, and oversees the administration of the examinations used for podiatric medical licensure in the United States.
NBPME is a tax-exempt 501(c)3 nonprofit organization and was established in 1956.
The American Podiatric Medical Licensing Examination (APMLE) is the series of exams overseen by the NBPMLE that a person must successfully complete to be eligible for licensure to practice podiatric medicine in the United States.
The Challenge
The NBPME has existed for 70 years. Throughout the organization’s history, there has been limited attention given to its public-facing brand or web assets or for the APMLE, which is managed by the NBPME.
While the NBPME and the APMLE are connected, they are different entities serving different purposes, each requiring unique positioning and identities without losing their relation to the other.
NBPME, seeking to modernize the organization, approached Pugh & Tiller to help design and develop new web properties, create new visual branding, and refine messaging for both organizations. Further adding to this challenge was the fact that both the NBPMLE and APMLE were using old, disparate systems for their website, operations, and marketing.
The Solution
Part 1: Operational and Marketing Automation Systems Audit
Much of an organization’s success depends on the strength of the systems on which it relies. In order to meet the challenges outlined by the NBPME and bring the organization into the future, it was crucial to first optimize its back-end systems. For this reason, Pugh & Tiller proposed and conducted a comprehensive systems audit for NBPMLE. The audit included:
- Reviewing communication tools, contact management, marketing, data management, financial management, event/project management, and customer service systems;
- Mapping out workflows to identify opportunities for automation and optimization;
- Evaluating data security measures and ensure compliance with regulations;
- Gathering insights from team members to understand pain points and areas for improvement;
- Providing a detailed report with findings and initial system upgrade recommendations.
Part 2: Google Workspace Implementation, Training, and Support
After completing the systems audit, Pugh & Tiller proposed and completed back-end operational systems upgrade for NBPME to Google Workspace. This initiative included:
- Set up and configuration of NBPME’s transition to Google Workspace;
- Training for NBPME team members to effectively adopt and use Google Workspace;
- Assistance for troubleshooting and resolving issues related to the new system.
Part 3: Branding & Website Development
With the operational systems in place, Pugh & Tiller proposed and delivered dual-track branding and web development initiative on behalf of the NBPME and APMLE. This project presented the opportunity to clarify and strengthen the roles, identities, and digital presence of both entities.
Track One focus for NBPME:
- Establish a clear, authoritative brand for NBPME, including messaging (e.g., mission, value proposition, narrative positioning) and a modernized visual system;
- Design and build a simple, focused website (e.g., nbpme.org) to serve as NBPME’s organizational home, distinct from APMLE but clearly connected.
Track Two focus for APMLE:
- Refine the verbal and visual identity of APMLE to better communicate with exam candidates, institutions, and licensing boards, ensuring clarity, credibility, and consistency;
- Conduct a full audit, re-architecture, and redesign of the APMLE website to create a user-centered, accessible, and scalable platform.
We lead a collaborative process to articulate NBPME’s voice and positioning, establishing messaging that distinguishes it from, but reinforces its relationship to, the APMLE. This included a mission statement; clear value propositions of NBPME’s role; messaging to support internal and external communications as the trusted authority in podiatric medical licensure; creating a tagline: “Setting America’s Standard for Podiatric Medical Licensure.”
Messaging for APMLE was designed to clearly articulate its role and purpose for students, educators, schools, and licensing boards; create value propositions for stakeholders by articulating APMLE’s commitment to maintaining rigorous, evidence-based standards, and a tagline “The Path to Podiatric Licensure.”
Using new messaging, we conducted market research and facilitated discussions to create visually appealing and cohesive brand identities for NBPME and APMLE. Our design process included a discovery process with exercises such as mood boards, word association, and visual stimuli to gather input; analysis of similar organizations to identify common visual elements, colors, and typography; developing logo concepts for refinement; iterate the chosen logos to ensure scalability, versatility, and recognition across different mediums, including digital and print applications.
To make the NBPME and APMLE connection, we designed and utilized the P (podiatric) within both acronyms to insert the silhouette of an active foot. For the APMLE, we used accents of Nile green, the academic and professional color associated with podiatry.
NBPME’s website is its home for information about its mission, leadership, and relationship to the APMLE. The goal was to establish clarity and visibility while keeping the site concise and easily maintained. For this, we designed and developed a small-scale website using a streamlined process that included a brief discovery session to understand goals, content needs, and technical preferences; creating a simple, intuitive sitemap and navigation system; custom designs of templates aligned with the new brand; development on WordPress for easy updates; hosting setup on WP Engine; basic SEO setup and performance optimization; and launch support.
The goal for APMLE was to create a modernized website that serves as a clear, authoritative hub for students and stakeholders, while also improving internal efficiency and long-term scalability. Following a comprehensive website audit, we lead collaborative sessions with the APMLE to identify which content, features, and functions should be retained, restructured, or replaced for a streamlined redesign. We also mapped out pathways for high-priority actions like exam registration, testing requirements, accessing score reports, or finding jurisdiction-specific guidelines to ensure smooth experiences; we created a new navigation system to guide audiences through logical steps; we created wireframes that defined the layout and structure of major website sections across both desktop and mobile and determined which information should live directly on the site and which is better for downloading. We also redesigned content structures and user flows so visitors can easily find and act on information, reducing the old site from 35 pages to 16.
To support ease of use and long-term stability, we used WordPress for both sites. Using a parent/child theme framework, we customized a trusted third-party WordPress theme to fit NBPME’s needs. This approach combines the reliability of a proven ecosystem with the flexibility for a fully custom front-end experience. We developed responsive page templates using HTML, CSS, and JavaScript, ensuring compatibility across devices and browsers; installed and configured WordPress SEO plugins, performance, analytics, and custom tools for APMLE’s workflow; we implemented optimized metadata and structured content across all pages, posts, assets, and taxonomy categories to support search engined discoverability; and integrated Google Analytics, Tag Manager, and security plugins to protect against threats. We also integrated UserWay accessibility tools to improve usability, support ADA compliance, and ensure a more inclusive experience for users.
The Results
”Pugh & Tiller proved to be the ideal partner for this important initiative. Their team took the time to understand the unique relationship between NBPME and APMLE and developed a thoughtful strategy that gave each entity its own clear identity while maintaining a strong institutional connection. They helped us articulate our mission and voice, resulting in messaging that better reflects our role in podiatric medical licensure. Our new tagline, “Setting America’s Standard for Podiatric Medical Licensure,” captures that responsibility perfectly.
The branding work was equally impressive. Pugh & Tiller guided us through a structured and engaging design process that resulted in cohesive, modern visual identities for both NBPME and APMLE. The subtle design connection between the two brands—using the podiatric “P” and the silhouette of an active foot—beautifully reflects our shared purpose while allowing each organization to stand on its own.
The new websites represent a transformational improvement. NBPME now has a clear and authoritative digital home that communicates our mission, leadership, and responsibilities with clarity and professionalism. At the same time, the redesigned APMLE website provides students, podiatric medical schools, and licensing boards with a more intuitive and efficient experience. Navigation is streamlined, information is easier to find, and critical actions—such as exam registration and score access—are now far more user-friendly.
The results exceeded our expectations. Our organization now has clear, modern brands and digital platforms that better serve candidates, educators, and licensing boards while reinforcing our leadership within the profession. We’re proud that this work was even highlighted at the Association of Test Publishers Annual Conference as an example of how thoughtful rebranding can help organizations stay relevant and effective.
Pugh & Tiller brought insight, creativity, and technical expertise to every stage of the project. Most importantly, they understood the importance of our mission and helped us communicate it with clarity and confidence."
Kerry SimmExecutive Director, NBPME
For its work it’s work with NBPME, Pugh & Tiller was named a finalist in PR Daily’s Nonprofit Communications Awards in both the Website and Branding categories. PR Daily’s Nonprofit Communications Awards recognize the organizations, teams and communicators behind campaigns and initiatives that inform communities, inspire action, build trust and support important causes.
