B to B

Renaming a brand and its solutions to step out of the shadows

The Challenge

When Comvest acquired this division of McKesson, they needed a market-facing brand that could step out of the well-established shadow of McKesson, yet re-emerge with credibility.

The Outcome

New names for the company and its solutions, as well as a strategic brand positioning platform, from which a fresh visual ID was born.

Comvest’s acquisition of the Care Management Division of McKesson made way for a newly formed company that needed a new name, redefined solutions and a look that helped support the divestiture. BrandJuice approached it both strategically—by meeting with stakeholders to understand newly defined goals and external customers to better understand its perception in the marketplace—and creatively—by examining competitors and defining an ownable space in the crowded healthcare market. A truly unique brand, the newly named AxisPoint Health cuts through the clutter with its thoughtfully positioned solutions that are reflective of the strategically created naming architecture.

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We look forward to learning more. A BrandJuice team member will follow up with you directly.

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