Schedule a consultation
RainCastle Communications
  • Work
    • Case Studies
    • Life Sciences
    • Healthcare
    • High Tech
    • Professional Services
    • Logos
    • Animated Videos
  • About
    • What We Do
    • How We Do It
    • Leadership
    • Clients
    • Client Reviews
    • Awards
    • Blog
  • Contact
  • Call Us at 617-553-5170
  • Menu

Experience Matters 28 Years of Solving Nearly Every Kind of Communications Challenge

Case Study

Renaming & Rebranding a Health Technology Parent Company

High Tech

Rebranding global house of brands

New management, new goals. We worked with GSI Group to create a fresh, new brand to take this growing, global holding company with a portfolio of advanced technology businesses into the future.

It Started with a Name

Working collaboratively with the client, we conducted a naming exercise to develop a new moniker that captured the company’s essence: innovative and intensely focused on customer success. We arrived at “Novanta”—drawing on the root words “Innovation” and “Advantage.”

To bring the rebrand to life, we designed a bold new logo and visual system. We also updated the company’s brand positioning and messaging to better attract investors and create an environment to attract highly skilled employees. This culminated in the tagline, “Innovations that Matter.”

Rebranding Healthcare Technology Services

Brand Architecture

Previously, the portfolio of individual brands had no visible connection to each other or to the parent company. Leadership wanted to establish a strong “one brand” identity, while preserving the established brands of its various business units. We built the “A Novanta Company” endorsement into the logos of the Novanta portfolio of businesses.

Rebranding Healthcare Technology Services

Providing Brand Guidance

With a growing portfolio of businesses, Novanta leadership needed everyone to understand and support the overall vision. RainCastle created comprehensive brand standards guidelines with logo, digital and print guidelines as well as updated brand messaging to provide context.

Rebranding Healthcare Technology Services

Website

RainCastle developed a new website to serve as a critical foundation for Novanta’s marketing and recruitment efforts. The responsive site clearly conveys the new brand and the updated brand structure across its diverse businesses.

Rebranding Healthcare Technology Services

Trade Show Booth

Our flexible Tradeshow booth solution accommodates multiple Novanta businesses while highlighting the parent brand and creating a consistent corporate look and feel to convey a strong “one company” identity.

Rebranding Healthcare Technology Services

“RainCastle has had an important role in helping us transform ourselves into an innovative organization with shared goals. Beginning with renaming the company “Novanta,” RainCastle guided us through comprehensive branding, website and video engagements resulting in a cohesive identity and set of brand standards that successfully represent our vision for the company.”

Barbara Russo
Marketing Communications Manager, Novanta

View Other High Tech Projects

Have a Project You'd Like to Discuss?

Schedule a complimentary strategic consultation with one of our experts to discuss your:

Business Goals | Website Goals | Visual Brand & Messaging | Suggested Next Steps

RainCastle Communications logo
Facebook Twitter LinkedIn

© Copyright 2023 RainCastle Communications, Inc.  6103 Aqua Avenue Suite 505 Miami Beach, FL 33141  163 Highland Avenue Suite 200 Needham, MA 02494

E info@raincastle.com    T 617-553-5170    CONTACT US

Scroll to top