Case Study: Adtalem transforms healthcare education branding with Starfish

Adtalem rebrands healthcare education for 97,000 students with Starfish

The customer, Adtalem, America's largest healthcare educator, faced a challenge with its brand, which lacked market clarity and emotional resonance after being built through acquisitions. To address this, Adtalem partnered with the vendor Starfish for an enterprise-wide brand transformation that included brand strategy and a complete rebranding service.

Starfish developed a powerful new brand identity for Adtalem, which was renamed Covista. The new name and brand idea, "The Talent to Transform Healthcare," repositioned the organization from an owner of institutions to a steward of healthcare impact. This solution successfully clarified the brand's role for employees, partners, and investors, aligning its institutions to better address the national healthcare worker crisis.

Adtalem