From Product Name to Brand Name

Voluware came to Trevelino/Keller with a clear understanding of the value their product possesses in the healthcare ecosystem, so instead of reinventing the wheel and starting from ground zero with brand recognition, we recommended renaming the company Valer to align with the product that healthcare systems, physician’s offices and more already trusted.

The challenge became reimagining the brand to speak to the audience of healthcare executives as well as the end users, prior authorization professionals, with a welcoming brand that leans on clear, concise messaging that is framed by our archetypes of Sage–Understanding and Everyman–Belonging.

These objectives led us to color choices that represent depth, harmony, balance, worth, passion and nurture. All critical elements of today’s healthcare landscape needs. Next was the development of logo icons that are approachable and modern, show movement, and evoke the Valer product pillars of simplifying, connecting, integrating, and automating.

Our final branding element centered around a new website and tradeshow launch of the new brand. Shying away from traditional and sterile healthcare setting photography, we instead led with illustrations and customized giveaways that play into our brand tag, Built Around You.