Experity

Challenge

Experity

Challenge

Under the auspices of private equity powerhouse Warburg Pincus, two leading MedTech companies – DocuTAP and Practice Velocity – have merged. Both are leaders in providing EMR (and beyond) to urgent care providers and other consumer-facing health concepts.

Process

  • Brand Strategy
  • Brand Architecture
  • Purpose, Vision, Values
  • Brand Identity
  • Brand Book
  • Logo Usage Guide

How We Got There

As with most M&A branding work, the process needed to follow the deal flow – which meant brisk timelines and a balance of inclusion and discretion.

We were engaged as a workstream within the integration process. In this case, the companies were direct competitors – which led to an even greater than usual focus on cultural integration and overall cohesion. Lastly, the merger takes place against a backdrop of significant shifts towards on-demand care – the emergent vision is not just 1+1=3, but a company uniquely suited to power positive healthcare experiences.

Brand Narrative

With our core idea in place, we built out the narrative brand positioning – casting Experity in the role of healthcare revolutionary.

Vision & Mission

We worked with leadership to bring this belief system to life in the form of Vision & Mission.

Name

The name is drawn from key concepts like ‘expert’ and ‘experience,’ with the ‘-ity’ suffix conveying energy and anchoring into positive word structures such as integrity, agility, dexterity, etc.

Logo

The logo embeds a human form to convey our people-centered purpose while advancing a color palette that is simultaneously high energy yet deeply credible. The icon calls to mind a meeting point – to reflect merging companies, the shared interests of patients and providers, and where care and tech connect.

Logo Usage Guide

We developed tools for brand synchronicity – to ensure all who touch Experity (inside and out) have clear guidelines to ensure power and consistency.
We developed tools for brand synchronicity – to ensure all who touch Experity (inside and out) have clear guidelines to ensure power and consistency.

Brand Book

The brand book places the merger in context for all team members and lays out the vision – it is central to key HR process such as talent acquisition and onboarding.
The brand book places the merger in context for all team members and lays out the vision – it is central to key HR process such as talent acquisition and onboarding.
The brand book places the merger in context for all team members and lays out the vision – it is central to key HR process such as talent acquisition and onboarding.
The brand book places the merger in context for all team members and lays out the vision – it is central to key HR process such as talent acquisition and onboarding.
The brand book places the merger in context for all team members and lays out the vision – it is central to key HR process such as talent acquisition and onboarding.

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