ClearCycle
Who says you should let sleeping giants lie?
Ignition Partners know a good idea when they see one. While looking for an entry into the health-care payments market, they saw potential in Valutech, a company that made custom billing and payment software. Quietly serving its customers for 25 years, Valutech channeled $70 billion a year for Fortune 100 companies, and their products and services touched the lives of 25 percent of privately insured Americans.
Ignition Partners saw a sleeping giant. They recognized the opportunity to take what was essentially a product brand without an industry focus and remake it as a service brand aimed at health care. In the process, they would bring new vigor to an established company and increase profits.
This strategy hinges on an essential difference between product and service brands: Companies with product brands sell a product to a customer; those with service brands have client relationships. Shifting to a service brand not only increases the value of the vendor’s services but also fosters long-term relationships—and the long-term business that comes with them.
For this shift to happen, the rebranding effort must hit its mark. Methodologie worked on every aspect of its rebirth, beginning with brand strategy and continuing with naming, identity, and print and interactive design. Valutech is now poised to cultivate the relationships that will carry it through the next 25 years with a new brand and name—ClearCycle.
New brand and name announcement
Identity
Business papers
Internal brand launch card
Website
Website