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Tag: rebrand

DISYS and acquired company rebrand as Dexian

McLean-based staffing firm Digital Intelligence Systems LLC (DISYS) and Florida-based Signature Consultants LLC have rebranded their combined company as Dexian, DISYS announced Monday.

DISYS first announced its acquisition agreement with Signature Consultants in April 2021. The new company has a combined revenue of more than $1.3 billion and almost 12,000 employees across more than 70 offices, according to a news release. It is integrating its staffing, IT and workforce solutions companies into one platform. DISYS was incorporated in 1994, and Signature Consultants was founded in 1997.

“The Dexian brand reflects our commitment to applying dexterity at scale through our new integrated platform of services and solutions and to creating exceptional experiences for our clients, consultants, employees and partners,” Dexian CEO and founder Mahfuz Ahmed said in a statement.

The Dexian family of brands includes Dexian DISYS and Dexian Signature Consultants, but the company plans to drop the legacy names and use Dexian as a standalone brand within 9 to 12 months, according to Washington Business Journal.

“The launch of Dexian reflects a forever-changed world of work that requires new, focused solutions to new modes of work,” Dexian President and Chief Operating Officer Maruf Ahmed said in a statement. “It’s not just the way we work, where we work and how we work that has changed.”

Sentara Healthcare rebrands as Sentara Health

Sentara Healthcare is rebranding as Sentara Health, the Norfolk-based health system announced Thursday.

Additionally, in its health insurance division, Sentara will retire Sentara Health Plans’ subsidiary brands, Optima Health and Virginia Premier, unifying them under the Sentara Health Plans brand by the end of the year.

“It is an exciting day for all of us here at Sentara. Our new name and logo help us show our commitment to making health care simple, seamless, personal and more affordable,” Sentara President and CEO Dennis Matheis said in a statement. “By leveraging both health care services and a variety of health plan options, we are creating greater access for consumers to receive high-quality health care.”

The rebrand is the result of a year of market research, according to a news release, and reflects Sentara’s “enhanced focus on promoting the overall health and well-being of our consumers.”

Following Thursday’s announcement, Sentara will begin the multiyear process of updating its logo throughout its service areas. Sentara spokesperson Mike Kafka told Virginia Business in an email that the new branding for the health care system is effective immediately and the Sentara College of Health Sciences will receive its branding refresh this summer. The rest of the roll out will occur over time.

Sentara has 30,000 employees and 12 hospitals across Virginia and North Carolina. The organization’s health plans division has more than 1.2 million members in Virginia and Florida.

Thalhimer rebrands property management division

Cushman & Wakefield | Thalhimer is rebranding its residential property management division from Residential Property Services to Thalhimer Multifamily (TMF), the real estate firm announced Thursday.

TMF is Thalhimer’s largest operating group, employing more than 200 people and managing more than 9,100 multifamily units across Virginia and North Carolina.

“Our firm’s strategic plan emphasizes growth in our residential property management division,” Thalhimer President and CEO Lee Warfield said in a statement. “Over the next year, we anticipate adding 1,000-plus new multifamily units to our management portfolio, and rebranding the division to Thalhimer Multifamily is a more accurate representation of what we do and where we are going as a firm.”

TMF will be managing Eddy on the James, a 221-unit project located at 700 Semmes Ave in Richmond. Charleston, South Carolina-based The Beach Co. developed the project.

Founded in 1913, Thalhimer has nearly 425 employees, including almost 100 brokers. It has offices in Charlottesville, Fredericksburg, Lynchburg, Newport News, Richmond, Roanoke and Virginia Beach. Thalhimer manages about 30 million square feet of commercial property.

Caliburn International rebrands technology services units

Reston-based federal contractor Caliburn International Corp. has split the company and rebranded its technology services sectors as Acuity International, the company announced Monday.

In April, Caliburn had announced that it would split into two companies: Acuity International and Valiance Humanitarian LLC, the latter of which took Caliburn’s migrant detention-related contracts. At the time, Caliburn expected to complete the separation by Sept. 30.

Thomas J. Campbell, chairman of the board, said in a statement, “Caliburn has reached a pivotal moment in its evolution and growth — rebranding as Acuity International signals the start of new investments in future expansion. With this new brand, Acuity International will emphasize expertise in engineering and technology and be positioned to grow by investing in complementary capabilities.”

Three business practices comprise the new entity: Advanced Technology Solutions, Advanced Medical Solutions and Global Mission Solutions. The Advanced Technology Solutions group will manage operational requirements, including scope, cost, schedule, quality and risk. The Advanced Medical Solutions group will provide workforce health management, occupational medicine and medical readiness and response services. The Global Mission Solutions group will build, run, secure and maintain operations like integrated logistics, base operations, security solutions and munitions response and mine action.

Caliburn International was formed in 2018 as a conglomerate of federal contracting businesses owned by DC Capital Partners.

Washington Football Team taps NYC marketing agency for rebrand

The Ashburn-based Washington Football Team announced Monday it has tapped New York City-based marketing agency Code and Theory as its agency partner while it continues its rebranding process and selects a new permanent team name.

With a branding partner selected, the team says this “kicks off the next phase of the team’s rebranding process, and will culminate in the selection of a permanent team name, identity and brand, as well as a reimagined approach to fan engagement and game day experiences,” according to a Washington Football Team statement.

After 88 years as the Washington Redskins, the team announced it was retiring the Redskins team name and logo on July 13, 2020. The decision was made following a June 2020 statement that the team would undergo a “thorough review” of the Redskins name “in light of recent events around [the] country.” By the end of July 2020, the team had said it would go by the Washington Football Team until it formally adopts a new permanent name. 

The Washington Football Team chose Code and Theory after reviewing “multiple agencies that competed for the assignment,” according to a team statement. Code and Theory partnered with the team to develop its interim Washington Football Team branding and “No Name But Team” campaign.

“When we decided to retire the name we’d had since 1933, we wanted to move quickly to make a change in time for this season, but also take the time to really get our new brand and identity right,” Washington Football Team President Jason Wright said in a statement. “We worked with Code and Theory to create the ‘Washington Football Team’ identity and all of the accompanying branding in record time. It has been well-received by our community, our players and our fanbase.”

In the interim, the Washington Football Team has also solicited input for branding suggestions through its Washington Journey website, which had received tens of thousands of submissions by October 2020, Marcus Stephenson, vice president of digital marketing and programming, told Virginia Business. Code and Theory also worked with the team on the Washington Journey site, according to a Washington Football statement.

“Changing a brand is not [done] overnight,” Stephenson said. “You can’t have it done in three weeks; you can’t have it done in six months. We’ve got to be diligent.”

Founded in 2001, Code and Theory employs more than 800 people and has worked with clients including Adidas, CNN, J&J, JPMorgan Chase, Pfizer and Xerox.

 

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Herndon telecom company rebrands

Herndon-based government and military communications company Klas Telecom announced Friday it is rebranding as Klas Government.

Founded in 1991, Klas Government was established to connect students in remote areas using satellite technology, and later evolved to include services for government, public safety and transportation customers.

“As a company, Klas Government has evolved, our tech has become much more advanced and its capability has exponentially increased,” Klas Government Chief Revenue Office Chris Ericksen said in a statement. “Telecom no longer defines us as we continue to expand our offerings.  We wanted to update our branding to reflect that, so we’re now Klas Government. We looked at an incremental tweak of our branding, but it just wasn’t reflective of the leaps we’ve made with our work.”

Klas Government provides rugged, low size, weight and power (SWaP) deployable communications products and services for government and military customers.

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Downtown Suffolk unveils new branding

The Suffolk Economic Development Department on Wednesday unveiled new Downtown Suffolk branding.

Downtown District businesses will have access to the logo and other marketing tools developed by advertising agency BrandFirst. There are also logos available with a “We’re Open” tagline.

The new branding and tagline are part of Suffolk’s Downtown Master Plan, which also includes other marketing and infrastructure projects. 

The new branding will be visible on websites, social media, decals and banners in the coming days, according to the Suffolk Economic Development Department.

Click to expand. New Downtown Suffolk branding courtesy Suffolk Economic Development Department
Click to expand. New Downtown Suffolk branding courtesy Suffolk Economic Development Department

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Online education provider K12 Inc. rolls out new brand name

Herndon-based online education provider K12 Inc. announced Wednesday plans to change its brand name to Stride Inc., effective Dec. 16.

“A great education doesn’t stop at high school graduation,” Stride CEO and Chairman Nate Davis said in a statement. “The Stride brand recognizes that, as a company, we are no longer limited by the boundaries of the K-12 market, and that we are dedicated to supporting lifelong learning and providing personalized, high-quality education in important career pathways that launch good paying careers.”

The company currently has nearly 165,000 students in kindergarten through 12th grade enrolled in online programs — with approximately 30,000 taking part in Destinations Career Academies focused on college and career education in information technology, medical assisting and business. Its portfolio companies include Galvanize, Tech Elevator, MedCerts, Tallo and Nepris.

Stride in mid-July announced plans to hire more than 1,300 educators for the 2020 through 2021 school year, in light of a massive push to move education online during the pandemic. The company projects it will hit $1.5 billion in revenue by the end of the year. It reported $1 billion in 2019 revenue, and its stock has been up by more than 100% this year.

 

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Securitas Critical Infrastructure Services Inc. rebrands as Paragon

Herndon-based Securitas Critical Infrastructure Services Inc. (SCIS) announced late last week it has rebranded under its subsidiary Paragon Systems Inc.’s (Paragon) name.

The rebranding will include a new company image, website and brand implementation. It will become fully effective Jan. 1, 2021.

“In working with our board over the past year, we have made significant progress in expanding our federal business; unifying under the venerable Paragon brand is an important next step,” SCIS CEO Tony Sabatino said in a statement. “We are very excited about the commercial synergies this rebranding creates and believe it positions us to best represent our commitment to safeguarding American assets at home and abroad.”

Founded in 2013, SCIS provides security and fire services to the nuclear, aerospace, defense, energy and government sectors. The company employs more than 14,000 people. Paragon operates as a private security and investigation firm. 

Paragon will be organized into seven sectors: protective services, investigations, energy, risk management, cybersecurity, inspections and mission support. The company’s ownership, board and management team will not change as a result of the rebranding.

“Uniting under the Paragon brand is an important milestone,” SCIS’s chairman, Maj. Gen. James Freeze (ret. U.S Army), said in a statement. “The resulting collaboration furthers the company’s plans to broaden service capabilities, share resources and create additional value for our clients and shareholder.”

 

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