Challenge /
LTC Alliance wanted to completely change their name and identity. LTC Alliance provides healthcare insurance underwriters with the risk vs. defensibility reports that they use to accurately determine risk level and to offer risk reduction recommendations as a service to the insured.

Key Insight /
Long Term Care Alliance was hired by their clients (insurance underwriters) to provide a balanced assessment of a medical facility's existing legal risks verses its defensibility to those risks (in a lawsuit).

Solution /
Position LTC as agents of balance. Change LTC's name to Pendulum in an effort to better reflect the true benefit of their unique service – to provide a balanced assessment of risk to insurers.