When Pathologists Associated, an Indiana-based medical testing facility, merged with competing facility, Labs, the new conglomerate found itself in need of an identity makeover. Our challenge was to carefully craft a new brand identity, while simultaneously capitalizing on existing brand equity. Through our marketing efforts, PA Labs enjoyed a smooth brand launch, the selected advertising vehicles proved effective, and the new literature system provided a detailed view of the company’s capabilities. Additionally, the contemporary and stylish design of PA Labs’ new look helped position the company as a leader in the medical testing field.