AGD+ managed the rebranding and developed a brand strategy and in 2011, contracted with Repass & Partners to perform a brand perception research study. This included various internal interviews and external focus groups. The findings provided the foundation to gain consensus among the board, executive committee and various other stake holders within the medical centers and university affiliated health system.
The need to change the name of the organization to align more closely with the West Virginia University Healthcare brand was overwhelming. This and other messages gleaned from the research provided the brand platform for the organization. The research provided the clarity of understand within the community in regard to the lack of awareness for the improvements made in the hospital system and helped to provide direction for the messaging needed to inform the community. Naming and identity recommendations were presented and tested by Repass. In April 2013, following an internal launch effort, the new identity system was implemented, the marketing campaign was developed and the new brand was launched.