Challenge.
For over a decade, The New Mexico Health Information Exchange has been a state leader in healthcare information technology initiatives. However, they recognized that they needed to rebrand in order to more accurately reflect the organization’s innovative services, technology and analytics. Starting with a new name that aligned with their collaborative technology, we embarked on a complete brand overhaul for this human-centered technology company.
Strategy.
A strong brand starts with a name that reflects an organization and connects with stakeholders in a relevant and intriguing way. Our naming strategy was anchored by the heart of what makes the information exchange successful–healthcare providers working in sync and sharing information to improve statewide health outcomes. “Syncronys” immediately conveys the collaborative nature of the information exchange while positioning them as a more contemporary and credible resource. The brand identity was developed as a visual representation of data in motion and the website and collateral quickly identify Syncronys as a forward-thinking and innovative partner.
