Branding | Merger Rebranding
New Brand Complements Strengths
CHALLENGE: Conflicting brands due to a merger
Mergers and acquisitions create friction as organizations work to migrate customers to one or more different brands. When the change is very substantial, organizations may choose to evolve surviving brands or replace them with new ones. HireRight faces this scenario when they were simultaneously acquired and merged with USIS, a competitor with a different market focus, to create a larger organization. This created an ideal opportunity to execute a long overdue rebranding. As a core member of the brand team, I was directly involved in guiding the resulting new logo plus developing new brand promises, messaging, and positioning. My work also involved the editing and publishing of hundreds of rebranded marketing collateral and sales tools, plus writing customers communications.