Bringing a new vision into focus through a holistic rebrand.
MultiPlan had been a leader in driving healthcare affordability for over 40 years but, as the decades passed, the shift toward technology, data and insights resulted in dissonance between its offering and its brand. Deciding on a holistic rebrand, including a new name, MultiPlan tasked AvreaFoster with developing this new identity. Adding a layer of complexity, the rebrand needed to be executed and launched in coordination with a rapidly approaching industry conference.
Services provided:
Brand Positioning + Messaging
Brand Naming
Brand Identity
Brand Guidelines
Internal Brand Launch Strategy
External Brand Launch Strategy
Video Strategy
An identity aligned with an innovator’s expanding aperture.
Following hours of stakeholder interviews and deep discovery, a brand strategy was set. Centered on a mission to improve affordability, transparency and quality for all, the name Claritev was selected to anchor the new brand.
With a name that emphasizes clarity in an opaque industry, the visual brand followed suit by emulating an aperture — representing Claritev’s ability to focus in on pinpoint solutions while expanding its lens to serve the entire healthcare continuum.
Generating excitement began from within.
A bold reintroduction to clients, colleagues and competitors.
Our collaborative approach to creating the external launch strategy involved a similar curation of efforts. Knowing that Claritev was a prominent sponsor at the industry conference, this strategy had to both announce the new brand across all digital channels and serve to support event engagement.
The strategy ultimately included a brand video, emails to existing customers and active prospects, an organic social media campaign and a highly visible presence on the floor of the conference.
Client quote:
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