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RL Solutions

RL Solutions (RLS), a global healthcare-software company, had grown rapidly since its creation in 1997. When we began its brand revitalization, RLS was at a tipping point in its evolution—from a sales-driven company to a brand-driven company—and it had clearly outgrown its old identity.

We helped develop a brand expression that reflected RLS’s global stature, communicated its culture and positioned it clearly against its (fierce) competition. And we discovered that RLS is different—where other companies might claim to be friendly and community focused, RLS actually is. Known as “the good company,” it boasts an open and flexible culture (in fact, it had been ranked #4 of the Top 50 Best Small and Medium Employers in Canada). The company also boasted the industry’s most easy-to-use interface—a crucial detail for the accurate input of infection-control data. We used this information as a jumping-off point for our complete redesign of the company’s identity and collateral, from logo to stationery to a corporate brochure.

The new identity system suits RLS to a T: confident, friendly and approachable, yet sophisticated enough to be a player on the world stage. Today, RLS is the #1 company in its category in North America.

One of the best I’ve worked with and I’ve worked with many, even big ones.

— Mike Etzinger, Marketing Director, RL Solutions.



Competitive audits
Business analysis
Brand positioning
Brand identity, logo & wordmark
Brand implementation & production