<p class="p1"><strong>Challenge</strong></p> <p class="p1">Spruik was tasked with building a comprehensive name, identity and <span class="s1">rebrand </span>strategy. To effect any brand change it’s important to understand the issues that users face, in this case midwives and maternity care providers. What we found was that lead maternity carers regularly face significant challenges in managing patient information efficiently, especially when working between different locations such as clinics, birthing centres, and obstetric practices. Traditional paper-based workflows and disjointed digital systems often lead to fragmented data, increased administrative workload, and the risk of missing critical information. Patrac had become a core anchor in the lives of a growing number of lead maternity carers both in New Zealand and overseas.</p> <p class="p1"><strong>Solution</strong></p> <p class="p1">The name Patrac was an abbreviated form of “patient tracking” which was a working title as the software was being developed. The name and disparate brand assets meant that the brand didn’t have the impact that the brand owners were really looking for. As the platform was growing in subscribers and was about to be launched in Australia it was time to rebrand and that started with the name.</p> <p class="p1"><strong>The Name</strong></p> <p class="p1">Following an extensive naming workshop the name “Expect” was born!</p> <p class="p1">It’s a name that is immediately recognisable and relevant to its target audience. The term encapsulates the anticipation and preparation that are central to pregnancy and maternity care, highlighting the app’s role in supporting expectant mothers through their journey. With its positive, hopeful connotations and simplicity, “Expect” is a memorable and fitting brand name that effectively communicates the app’s purpose and scope.</p>