- Brand Naming
- Brand Architecture
- Brand Evaluation
Background & Challenge:
Quest Diagnostics is one of the world’s leading clinical laboratory services companies, with nearly 50,000 employees and $7B in annual revenue. Given the very nature of its testing and diagnostics business, Quest has been collecting data on millions of people for decades. With the growing capabilities of analytics processing and tracking, Quest created a new set of digital offerings using that data to allow it to offer more relevant products and solutions, and even be able to foresee potential medical issues before they occurred. Several of these new offerings would have to either replace or overlap with existing offerings, and it required a new organizational structure to cohesively align with other existing offerings in their portfolio.
In 2015, we partnered with Quest to create a new umbrella brand (“Quanum”) to house all their new digital offerings and analytics capabilities. Additionally, we reorganized and restructured all their related offerings in order to create a new, simple go-to-market brand architecture, specially tailored to each of their four main customer types.
Launched in early 2016, the Quanum brand continues to be one of Quest’s flagship offerings, with its unmatched analytics suite.