Business Naming

When CVS Health created a specialized business division focused on comprehensive kidney health services and treatment options, they needed a name that would clearly communicate the offering while fitting within their existing brand architecture. PS212 worked closely with the internal brand team and various CVS subsidiaries to explore a range of potential business naming approaches. Ultimately, we developed the straightforward business name CVS Kidney Care, which provides immediate clarity about what is being offered while maintaining strong connection to the trusted parent brand.