Architecting a rebrand for greater impact
The merger of two health-care analytic leaders (Verscend and Cotiviti) required creating a bold brand with a powerful story. Highlighting the firm’s expertise in harnessing billions of clinical and financial data points to help companies successfully navigate complex systems and regulations became a powerful focus of the rebranding strategy. We defined this as “data fluency,” a core pillar of the brand and its ability to provide valuable perspectives.
Data fluency became further defined through the brand’s new identity and visual system, leveraging a series of zeros and ones. Using binary code further connoted data fluency and such iconography showcased the innovative ways people interact with data.
A new website, built on HubSpot, enabled Cotiviti to better nurture leads and the user interface design, which was further built on the graphic system of zeros and ones through hero images and the use of supergraphics. Corporate materials, an advertising campaign, and key go-to-market materials were developed to signal that this fast-growing analytics leader was determined to demonstrate its impact.
An enthusiastic employee response and positive customer reaction resulted from a well-considered launch program. Website traffic improved across all key measures and the planning of an advertising campaign is underway. The company is continuing to expand its offerings and highlight its advanced analytics.