Cognosante, a leading provider of healthcare IT solutions for government entities, relied on Pace for over six years as their go-to resource for their brand evolution needs. During the course of our relationship, we led the development of brand messaging, brand stories, numerous websites and more.
The Challenge
Cognosante had grown over time through acquisitions, but its brand architecture and messaging lacked a comprehensive system. The lack of a cohesive brand identity adversely impacted affinity and awareness among both customers and job candidates.
With a desire to expand their remit beyond healthcare IT, they called upon Pace to evolve their brand architecture and narrative through both a customer and an employer brand lens.
The Solution
Pace conducted customer, employee and stakeholder research and led leadership workshops to form the foundation of a brand house that considered both customer and employer brand messaging.
We developed personas, journeys and messaging matrices for both customers and employees with clear narratives to ensure consistency and aid sales in their pursuits and talent acquisition with recruiting. We also assessed their brand architecture and recommended a branded house approach along with a transition plan for future acquisitions to ensure adherence to a system.
Finally, we updated the brand style guide to contemporize the firm and establish guidelines for sector expansion. This brand refresh aided in both recruitment marketing and in appealing to new sectors that would not have otherwise considered Cognosante.
