CNSI had been a leading healthcare technology solutions provider for nearly two decades, fueling the critical efforts of state and federal healthcare agencies, providers, and employers. Merging with Kepro in 2022, the company took on a more holistic approach to healthcare with clinical and tech-enabled services. Aiming to accelerate the development and distribution of innovative solutions, the new entity was positioned to streamline administrative burdens and drive better health outcomes.
Powerhouses in their respective markets, CNSI and Kepro needed to evolve into a vibrant new brand that would showcase new capabilities, set clear expectations for all audiences, and capture leaderships’ vision for improved healthcare experiences.
[We] engaged in a comprehensive research effort that included surveys, stakeholder interviews, and worksessions designed to identify the positioning opportunities that would credibly and authentically create the most distinction in the marketplace. Strategists honed mission and vision statements, and delivered the brand mantra, accelerating better outcomes.
Simultaneously, the team set about to develop a new brand name that would underscore the concept of “accelerating” and “being central to clients.” The name, Acentra Health, embodies the commitment this new brand has to serve as the vital partner, built to drive innovation in healthcare.
The bold new green sets the tone for the brand, with an upward logomark that frames positive imagery and brings energy to every touchpoint. Together the elements of the brand identity point to a new leader that is set to become a formidable force in the industry.
The new brand was quickly embraced by the more than 3,000 employees in the US and India. [We] collaborated with Acentra leads to launch the brand with tools essential for broad use and immediate application:
• An employee value proposition, inclusive of shared values
• Brand storytelling framework and messaging platform
• A brand launch video
• A brand toolkit with key templates, presentation materials, social media creative, iconography, guidelines, brand essence video, swag, virtual backgrounds
Since the brand launch, Acentra Health has won several large contracts, including one with the U.S. Department of Veterans Affairs to support claims adjudication, provider access, data analytics, and visualization for its Financial Services Center.