everis Case Study
Overview
Everis, a medical device company, approached us to help navigate a critical branding challenge. Formerly C2Dx, the client was in need of a new, impactful brand identity to support future business expansion and acquisitions. This rebrand involved developing a new company name, designing a distinct logo, and applying the new identity across all marketing collateral and digital platforms. The project’s goal was to establish a cohesive and memorable brand that would empower Everis to deliver leading medical products and exceptional healthcare outcomes to a wider market.
The Challenge
C2Dx was at a pivotal moment of growth, with a major acquisition on the horizon and an upcoming sales cycle. However, their existing brand identity presented a significant hurdle. Their original name, “Critical Care Diagnostics,” was restrictive, limiting the perception of their capabilities beyond specific product categories. Shortened to “C2Dx,” the name lacked inherent meaning and created challenges for search engine optimization and overall web presence. While their product lines held strong brand equity, C2Dx as a company lacked broad recognition and a compelling brand narrative. They needed a partner to help create a new, strategic company name and a complete brand refresh to help drive their business forward.
The Product
We undertook a comprehensive rebrand for what would become Everis, an initiative extending beyond a mere logo change to encompass a complete reimagining of their core identity, website, sales materials, packaging, and physical office environment. Our process began with a deep dive into the brand’s foundation, collaborating closely with the C2Dx team to understand their vision, target audience, competitive landscape, and overarching purpose, vision, and mission. This foundational work was crucial for uncovering the essence of the company.
The next step in our process was naming. This phase prioritized conceptual alignment over visual design, ensuring client buy-in to the name. We explored industry trends, word origins, and combined identified value themes, generating hundreds of potential names. After initial curation and preliminary trademark checks, we presented a refined selection to the client. While the first round didn’t yield a definitive choice, the client resonated strongly with themes of evergreen growth and infinite possibilities, which guided our subsequent proposals. In Round 2, we presented new names with detailed rationale, leading to four strong candidates.
Our research team then engaged in unbiased surveys and interviews, revealing a clear preference for “Everis.” We further bolstered our rationale with enhanced visualizations, ultimately securing full client buy-in and officially establishing Everis.
Next we conceptualized wordmarks and logomarks, exploring typographical approaches and the need for a standalone symbol. For round 1, six logo concepts were presented in monochrome to ensure their strength independent of color. The client decided on “Everis” as the primary wordmark and selected elements for further development. Through two additional refinement rounds and a crucial real-time collaborative session, the chosen concept was fine-tuned to a logo that conveys expertise, growth, and progress.
Next we conceptualized wordmarks and logomarks, exploring typographical approaches and the need for a standalone symbol. For round 1, six logo concepts were presented in monochrome to ensure their strength independent of color. The client decided on “Everis” as the primary wordmark and selected elements for further development. Through two additional refinement rounds and a crucial real-time collaborative session, the chosen concept was fine-tuned to a logo that conveys expertise, growth, and progress.
Once the Everis brand identity was finalized, it was strategically applied across all internal and customer-facing collateral and assets, including the website, product and packaging integration, print materials, tradeshow assets, social media templates, office signage, and new lifestyle photography and video content. Tekna’s involvement spanned nearly every aspect of the Everis brand experience, ensuring a cohesive and impactful transformation.
Trusting a partner with reimagining and redefining your brand is not an easy thing to do. Tekna translated our evolving company identity into a clear, confident, and beautiful brand, doing so with great intention, collaboration, and care. I couldn’t have asked for better partners to bring it to life. I’m incredibly proud of where we landed — and even more grateful for how we got there.
Sarah Hollingsworth
VP of marketing, everis
The results
The Everis brand is fully launched and has received positive responses from clients and stakeholders, marking a significant step in their strategic growth. While the application of the new brand to all products and packaging is ongoing due to inventory and acquisition cycles, the core brand identity is firmly embedded in the market. The new brand positioning, built upon the foundation of the Everis name and its distinct visual identity, has effectively addressed the initial challenges of brand clarity, expansion potential, and recognition, thereby advancing Everis toward its goals of global impact and continued leadership in the medical device industry.
New website visit to the Everis website in the first month following the rebrand
Organic video views across social media
Publications reporting on Everis rebrand
Recent Work