HCP, as the business was then known, 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 that would empower the team as they prepared to enter new markets. The process began with research of the marketplace, of the competition, of internal and client perceptions. Fuelled by this valuable insight, the brand workshop brought together key decision-makers to develop a new brand proposition that would become the brief for the creative development of the brand. The team embraced the recommendation of a new evocative name and the whole new brand experience received an exceptionally positive reception both internally and externally. Elastic continues to support Vercity’s brand development and communications.