Vercity – A New Brand Name for a Brand New Era

With over £30 billion of infrastructure and corporate assets under management, Vercity has a simple mission. Deliver exceptional value and client confidence.

From their beginnings in 1997 as healthcare sector specialists, HCP – the business has grown, evolved and diversified to now deliver a global service to clients across 9 different sectors on both sides of the Atlantic. Coupled with a rapidly evolving marketplace, the time was right to rebrand and reposition to move into the next phases of their business growth.

HCP appointed Elastic to drive a large-scale rebrand to reflect their capabilities and all that they stand for, with a more meaningful, fresh new brand experience.

Bringing the Vercity Brand to Life

The process began by conducting research – on the marketplace, the competition, internal and existing HCP client perceptions. Our clients are usually hugely enthusiastic to contribute their opinions, and we find their objective viewpoints extremely valuable.

Armed with valuable insights, we were ready to run a brand workshop with key decision-makers and develop a new brand proposition that would become our brief for the creative development of the brand – our next step.

Following this collaborative process, it was clear to everyone involved that a new brand name could be extremely advantageous. One that could reflect the new proposition and differentiate the business as they expand into new markets.

Naming is a fantastic opportunity to add energy and memorability, and it’s a challenge we enjoy here at Elastic. With a global audience, there were lots of factors for us to take into consideration:

  • Pinpoint a word or phrase which would be meaningful and positive in multiple languages
  • Find a name that stands out from the competition.
  • Identify a name that could be successfully trademarked in the relevant classes and regions.
  • Secure a perfect short web domain that would suit the name.

And so, after careful consideration, the Vercity name was born, reflecting the business’s versatility, vitality, flexibility, and integrity. We presented the new name along with our creative vision for the look and feel of the brand experience.

At the heart of this brand experience sits the website, which we rebuilt and populated from the ground up to present the full range of services, along with lots of evidence of the value Vercity delivers. Carefully crafting this content alongside our SEO strategy, also helped ensure that the website is already achieving strong visibility online.

A New Era of Growth

The launch received an exceptionally positive reception internally and, in the marketplace – signalling the beginning of a new era. We continue to work with the Vercity team to raise the brand profile and awareness in new markets, implementing a clear digital marketing strategy.

Click here to learn more about Elastic Branding or here to check out Vercity’s new website.

In support of our long-term business goals as asset managers, we decided that it was time to refresh our brand and online presence. Our capabilities and experience had taken us beyond healthcare into education, housing, transport and clean energy. We interviewed Lauren and Guy and were immediately impressed by their understanding of what we wanted to achieve and that working with Elastic would be an inclusive and collaborative experience involving staff, management team and existing clients. This process directly informed our new brand, demonstrating a clear bridge from our past to our future. The unveiling of the Vercity brand was an exciting moment. The new brand was warmly welcomed by shareholders, colleagues and clients. We look forward to continuing our working relationship with Elastic to support our website and digital marketing campaigns.

Stuart Yeatman, CEO Vercity

Vercity brand guidelines brochure