HealthŌme selected our team to rebrand its CancerŌme program, which aims at genetics-based cancer management. We aimed to rename the product and develop consumer-friendly branding for a new life insurance plan that includes early cancer detection, pharmacogenomic testing, and ongoing support for policyholders diagnosed with cancer. HealthŌme wanted to move away from the CancerŌme name due to confusion with standard life insurance offerings. Our research revealed a unique health insight service absent in typical healthcare plans, though it needed clearer presentation. We explored names representing life and partnership, with "Kadance" emerging as it symbolizes the rhythm of health, connecting genetic markers and advanced health technologies. Ultimately, we adopted Kadance for both the company and product names, marking the start of the Kadance brand and a premier genetics company.