project : merger branding

challenge : Name and brand a workplace-wellness entity, the merger of two established disease-management companies (Cardium Health and AirLogix). Focusing on end users, the new enterprise commits to a compassionate, people-centered approach to transformation – the ultimate goal of the health and disease management process.

solution : Few things symbolize the vulnerable, ultimately positive aspects of transformation better than a butterfly. The company name, Nurtur (nurture), is literally a key ingredient in positive lifestyle change – participants and their family members are taught and encouraged to make better health choices. The tagline espouses the company’s core philosophy – its primary competitive differentiator.

result : In addition to successfully establishing an approachable, industry-unique, little-butterfly-that-could brand sensibility, this project helped unify two distinct cultures (Texas and Connecticut) under a common ethos.

Note: Work shown in this case study was created collaboratively with and for Bertz Design Group and its client.