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I joined RXNT in 2019 to lead a rebranding effort, inheriting two decades of ground-breaking corporate history and an aging brand identity that no longer reflected the company’s story or lofty goals. The company was celebrating 20 years of innovation, but needed a refresh.
After launching as an electronic prescribing software in 1999, the company was saddled with a narrow perception despite expanding into a broader range of solutions over time. The e-prescribing specialization did serve us well with the market exploding in the early 2000s, but as competition stiffened and expanded, our brand’s limited perception held us back.
It didn’t take