Project Description



Formed from the merger of six clinical research organizations, CR, LLC needed a new name, a new position, new messages, a wide array of marketing materials and a launch plan, all within a tight timeframe.


After carefully analyzing the competitive environment, Forma guided the international management team in deciding on a new name, a clearly defined position, a compelling and unique value proposition, new messages and a new identity. We backed up our recommendations with several phases of market research that involved respondents from around the globe.


Launched in 2011 at DIA, the Aptiv Solutions name is now widely known. Website traffic increased significantly and the CEO called the results “incredibly effective.”