i2i

This Fortune 50 company is the world's most diversified healthcare company, with products and related services targeting the consumer, pharmaceutical, and medical markets. With over 250 companies, this corporation is a giant in their industry.

Situation   Under their large umbrella, the company houses an internal IT department whose main role is to provide shared web development services for each of the 250+ companies. Although the IT group was capable and accomplished, they struggled to compete with outside web development firms and to combat a perception of mediocrity from its own internal customers.

Solution   The North Highland Group conducted “voice of the customer” research to develop a business plan for the IT organization, and brought in Merge to leverage this research by creating a competitive brand with an improved image. Merge stepped in and launched a complete brand overhaul that started with the renaming of the IT group. Innovative and clever, i2i, replaced the group’s old name, which most customers found uninteresting and certainly not exciting. After this initial step, Merge launched a more complete brand development effort including core messaging, identity development and brand standards spanning all forms of media. In addition to crafting the new brand identity, Merge provided a new website design for i2i that rounded out its new look and feel.

Results   The new brand and communication tools were well-received across the company. The new name truly united the IT group under one identity. The quick delivery of the website also unified the team and inspired further confidence in Merge. The company’s Director of Web, Integration and Shared Enterprise Services commented, “Merge’s work was of the highest quality. Their collaborative and creative efforts helped everyone here get on board with something that we could really make our own and run with from day one.”