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Jacobs Agency Rebrands Healthation as Aldera

CHICAGO, November 18, 2013 — Jacobs Agency is proud to announce the launch of Healthation’s new brand: Aldera. Aldera is a leading provider of core administration solutions for healthcare payers and administrators. Aldera’s debut is the result of an in-depth, months-long brand refinement exercise spearheaded by Jacobs Agency. The process involved stakeholder interviews, positioning, naming, and extensive creative exploration to develop the brand’s new visual identity.

Aldera takes its name from Alderamin, a star whose magnitude and location make it dependable for use in navigation. This attribute resonated with internal stakeholders, who see the organization as an industry leader that is adept at navigating the healthcare environment and orienting customers for growth.

“In recent months, we have seen the healthcare climate become increasingly complex, making it challenging to navigate,” said Darin LeGrange, Aldera’s President and CEO. “In the wake of an uncertain future, healthcare payers need a committed, knowledgeable partner that understands the landscape, even as it shifts.”

Aldera’s new tagline, Advance with confidence, reflects Aldera’s commitment to providing customers with a level of guidance and expertise lacking in healthcare today. This sentiment is echoed in the brand’s new visual identity, which treats distinguished black and white landscape photography with select areas of focus that represent the clarity Aldera applies to navigating complex terrain. The brand’s bold, new color palette further underscores that passion, confidence and leadership.

“The Aldera brand reflects the thoughtful input we received from leadership within the organization and among its customer base. We couldn’t be more pleased with the final direction,” said Addie Palin, Senior Account Manager. “The success of the launch speaks to the importance of trust and collaboration in the agency-client relationship. We’d like to thank Aldera for giving us this opportunity.”

To support the brand’s debut, Jacobs Agency also developed Aldera’s new website and corporate video, as well as related internal and external communications materials.


About Jacobs Agency

Chicago based Jacobs Agency helps clients untangle their business problems. While their industries vary, the reason clients come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple levels. Today’s communications landscape has complexities that can immobilize even the brightest marketers. We are undaunted. Why? With Through the LinesSM engagement, our proprietary philosophy and marketing model, we understand and can expertly navigate the landscape’s intricacies. How? We start with an Objectives-Based Approach. From Targeted Awareness to Audience Engagement, from Lead Generation & Prospect Nurturing to Sales Enablement and Brand Refinement, we keep a client’s objectives as our guide and we produce breakthrough results. Have a complex business issue that needs straightening out? Call us at 312.664.5000 or visit



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At Jacobs Agency we like to keep it simple. We’re more objective-based than knee-jerk based. We deliver results not rhetoric. Our clients seem to like that better. Results seem to spend better. Yeah, it’s a pretty tangled marketing web out there. And we’re just the guys to untangle it.