Uniting trusted healthcare technologies under one platform brand
The Challenge
AKKR Group had recently brought together three established care technology businesses spanning Australia, UK and US — eCase, CareLineLive and MOA — each with strong market recognition and a clear role within the care sector. The opportunity wasn’t to replace those brands, but to articulate the power of them coming together.
Collectively, the group now offered a unique combination of care management, operational workflows, quality governance and compliance capabilities across residential aged care and home care. But while the acquisition strategy made sense internally, there was still no clear market story that explained the broader ecosystem or the value of the combined offering. AKKR needed a master brand that could unify the portfolio, preserve existing brand equity and create a scalable foundation for future growth.
The Insight
The real strength of the group wasn’t simply the individual products — it was the connected capability created by bringing them together. eCase delivered care management and operational workflows, CareLineLive supported home care delivery and rostering, while MOA brought deep expertise in governance, benchmarking and compliance.
Together, the businesses created a unique position within the market, spanning care delivery, operational visibility and organisational assurance. This created an opportunity to reposition the group not as a collection of products, but as a connected ecosystem designed to improve care outcomes, strengthen governance and build confidence at every level of an organisation.
The Approach
TSM developed a strategic brand framework designed to unify the portfolio while creating flexibility for long-term growth. At the centre of the strategy was the creation of a new master brand — Evaran — supported by a staged House of Brands approach that preserved the trust and recognition already associated with eCase, CareLineLive and MOA.
Alongside the brand architecture, we developed a clear positioning platform anchored around the idea of “One platform for better care outcomes”. This positioned Evaran as more than a holding company — instead presenting it as a connected platform designed to reduce complexity, improve visibility and strengthen confidence across care delivery, governance and operations.
Bringing the Brand to Life
Once the strategic direction was established, the focus shifted to creating a cohesive market presence for Evaran. TSM worked across positioning, messaging, website strategy, rollout planning and customer-facing communications to ensure the relationship between Evaran and the existing product brands felt intentional, credible and easy to understand.
A major focus of the work was balancing aspiration with credibility — particularly important within highly regulated care environments where trust, operational practicality and confidence matter deeply. Rather than diminishing the equity of the existing businesses, the strategy positioned them as specialist capabilities within a broader connected platform.
The Outcome
The project delivered:
- A unified strategic brand platform that clearly articulated the collective strength of the portfolio
- A scalable brand structure designed to support future growth and acquisitions
- A clearer market position centred around connected care outcomes and organisational confidence
Most importantly, Evaran created a foundation for the next phase of growth — allowing the group to communicate a broader, more strategic value proposition to the market while creating a clearer vision for the future of care.