Chordline Health
Orchestrating a Seamless Brand Refresh in the Healthcare Landscape
Chordline Health (formerly TCS Healthcare Technologies) is a leading provider of software and clinical solutions that support and improve medical management operations for health plans, TPAs, ACOs and other case management organizations.
CHALLENGE
Chordline aimed to develop a new refined brand identity while also maintaining a strong connection to its existing product-level brand recognition and its 30+ years of domain expertise. The project included the development of a new company name and logo, the design of a new website, and the development of an updated collateral library. The objective was to create a brand refresh that embodied the company's values of exceptional customer support and its agility in the changing healthcare environment.
SOLUTION
To address the client's needs, Inform Solutions embarked on a comprehensive branding initiative, taking into account the company's history, desired direction, and existing branding elements. We capitalized on the company's hummingbird imagery associated with the product, which presented a unique opportunity to create a cohesive brand identity.
Working closely with the CEO, we explored naming options and ultimately identified "Chordline" as the new company name. This name connected with the existing hummingbird imagery and conveyed agility and responsiveness, which were integral to the client's core values.
From this starting point, we built out the brand foundation, including a new logo, materials, and website design. To introduce the brand update, we mapped out a campaign that allowed the CEO to tell the story of where the company came from and where it was going.
RESULTS
The collaboration between Chordline and Inform Solutions resulted in a successful brand refresh that reflected the company's current identity and positioned it for future growth. The new name, Chordline, seamlessly integrated with the existing hummingbird imagery and the company's values, creating a cohesive brand narrative. The refreshed visual identity, website, and collateral materials garnered positive feedback from stakeholders, employees, and customers, enhancing Chordline's reputation as a leader in the healthcare industry.
HIGHLIGHTS
Creation of a cohesive brand identity aligned with company values
A brand foundation that set the stage for growth
Engagement of stakeholders through storytelling, guided by leadership involvement
“We have worked with Heidi for several years on several projects including a complete rebranding of our company. She consistently provides us with great counsel, thoughtful options for us to consider, and top-shelf results. Working with her is very easy.”
