Case Study:
Wellbeing Software Group
Client
Background
Elysian Capital is a private equity firm with a portfolio of around 25 businesses. Within this portfolio, four healthcare software companies—HSS, Apollo, EuroKing, and e-Consent—operated under a parent holding company. Each company had been acquired over time, worked independently, and served common clients while maintaining individual specialisms.
The
Challenge
Elysian Capital wanted to prepare the group for sale within 24 months. The specific brief was to:
- Review the four company brands.
- Reposition them to compete more effectively with core competitors.
- Maximise value and market appeal ahead of exit.
The challenge was that the businesses were fragmented, with duplicated resources and limited collective brand presence, making them vulnerable to potential buyers cherry-picking individual assets.
Approach &
Discovery
We identified that the most effective solution was to unify the four companies under a single group brand. The strategy aimed to:
- Build collective value through the sum of the parts.
- Reduce duplicated effort and resources.
- Strengthen presence at key trade shows, events, and across digital platforms.
- Protect overall valuation by preventing suitors from isolating only the strongest assets.
Workshops
To align all stakeholders, we:
- Ran a series of interactive discovery workshops with employees and leadership teams.
- Explored strengths, weaknesses, and challenges across the businesses.
- Educated teams on the importance of branding and their role in delivering a consistent identity.
- Conducted competitor analysis and presented findings to gain alignment across all four companies.
Competitor brand analysis
The work
The result
Delivery
The outcome of this process was the creation of a unified brand: The Wellbeing Software Group. This rebrand consolidated five brands (parent + four subsidiaries) into one cohesive identity.
Key deliverables included:
- Group brand identity and rollout across all locations.
- Group website design, build, and management.
- Company and product logos.
- Sales and marketing templates.
- Report and tender document templates.
- Software UI templates.
- Corporate video production.
- Case study and literature design.
- Digital assets and templates.
- Branded clothing and promotional items.
- Office signage.
- Photography, infographics, animations, and other creative production.
“The new branding conveyed a clear statement of intent for the business while the exhibition stand provided a striking showcase for the brand relaunch attracting significantly more visitors than in previous years.”
The Results
Unified branding:
Five companies brought under a single, powerful group identity.
Increased brand awareness…
…across the healthcare software market.
Improved internal alignment,
fostering collaboration and cross-selling opportunities.
Accelerated exit:
The business was sold within 11 months (ahead of the 24-month target).
Higher valuation:
Sale achieved at £103m, a 33% uplift on the forecast valuation.