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Workshopping a new name and brand strategy for two merging leaders in nonprofit healthcare.
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The Challenge

Bringing two diverse cultures under a single name

With the clock ticking down on their merger, CORHIO and Health Current needed a proven process to land on a new name and brand identity… fast.

As two visionary leaders in health information exchange (HIE), CORHIO and Health Current were well aligned in many ways. Both had a shared, innovative vision for the future of health information, and they were driven to make healthcare more accessible and equitable to the populations they serve.

Yet to unify two different cultures under a single name and brand, they needed a partner with expertise in brand strategy and culture.

The process and approach that you brought to this work was not only right on point but incredibly fun and enjoyable. Mostly, I appreciate the way that you continually worked to include the collective input of our team members while navigating us through a process that ensured efficiency and outcomes.​
Morgan Honea
Executive Vice President

The Solution

Collaborative naming ideation and an expert launch strategy

Historic guided the team through a series of workshops walking them through a full rebrand, including a name, tagline, brand narrative, mission and values, and visual identity.

We started with collaborative working sessions designed to discover their shared why and business goals. Then, using divergent thinking processes, we developed naming concepts and brand narratives articulating their shared vision for innovation.

With a winning name—Contexture—that cleared legal review, Historic developed a launch strategy to roll out the new branding and name, both internally and externally.

We also produced a brand video and guide inspiring their internal teams with energy and excitement around the new name and identity.

The Result

A seamless, winning roll-out of a new name and brand

With full support from leaders on both sides of the merger, the launch of the Contexture name and brand generated enthusiasm. Employees embraced the new identity and rallied together to introduce the new brand to their audience, helping to create a seamless transition from two entities into one.

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