navify Brand - the one digital brand of Roche Diagnostics

In 2021, Roche Diagnostics decided to consolidate all digital solutions under a unified brand. This required a new strategic approach with messaging encompassing the breadth of digital solutions, highlighting Roche’s strength in healthcare. navify was selected. navify, a registered trademark derived from the combination of navigate and clarify, is descriptive of the outcomes of our digital solutions.



An overarching strategy was needed to extend the brand and become this one digital brand across diagnostics. Leveraging our direction, we collaborated with our agency, to develop our new brand strategy, positioning and messaging. From this, the evolved brand identity took shape.



navify is now the one digital brand of Roche Diagnostics. It has transformed the multiple digital solutions offered by Roche Diagnostics from a house of brands to a branded house. This unification of digital solutions creates a singular message and brand promise which encapsulates the navify value proposition, while establishing a significant thought-leadership position within digital health.



Market research and internal engagement provided insights into how best to unify all solutions. Several Roche brands were tested with key stakeholders within healthcare facilities. Although Roche brands were known and respected, one brand was chosen to consolidate the digital offerings. navify rated consistently at the top of the list from an awareness and favorability rating. With positive receptions from the market and internally, the new one digital brand was established as navify, representing all solutions for medical insights, operational excellence and digital infrastructure in healthcare.



The branding involved detailing a brand strategy including change management as shepherding in existing brands when they transitioned from former to new navify. A brand, portfolio and product hierarchy is established and it now guides our product management and lifecycle teams. From these elements, our brand identity was formed through collaborative, global cross-functional engagements and our agency. All elements within the navify Brand are purposeful, supporting the brand’s value proposition, representing the insights needed throughout the patient journey. With this purposeful approach, navify will be an enduring brand.