Lexicon created Covista — the new corporate name for America’s largest healthcare educator, formerly known as Adtalem Global Education. Built from “co” (together) and “vista” (vision, forward view), the name signals a shared mission to strengthen the U.S. healthcare workforce at scale.

Problem

Adtalem had spent four years transforming from a holding company into an integrated healthcare education enterprise. It divested non-healthcare assets, unified five institutions — Chamberlain University, American University of the Caribbean School of Medicine, Ross University School of Medicine, Ross University School of Veterinary Medecine and Walden University — and built a track record as the largest producer of healthcare graduates in the country. But the corporate name told none of that story. “Adtalem” was difficult to pronounce, carried no intuitive meaning, and did little to address the inherent skepticism around for-profit education. As leadership put it: “Our current name doesn’t take you anywhere. It doesn’t spur imagination or evoke anything inspiring.”

The company needed a name that would project confidence without defensiveness, connect its network of institutions under a unified identity, and signal its role as an essential part of U.S. healthcare infrastructure. Lexicon worked with leadership to establish a creative framework with four strategic criteria:

• Convey an opportunity-creating organization. The name must reflect a company that opens doors — for students, for healthcare systems, and for the communities they serve.
• Carry a tone of confidence and reliability. Credibility is essential in education and healthcare. The name must project strength without defensiveness.
• Be highly credible with potential for a bolder personality. The name must earn trust first, while leaving room for a brand voice that stands out.
• Serve as a flexible connector across institutions. With five distinct schools under one corporate identity, the name must unify without overshadowing.

Solution

Lexicon created Covista. The prefix “co-” immediately signals collaboration and collective action. “Vista” introduces forward vision and expansive perspective. Together, they form a name that is instantly readable, easy to pronounce, and a direct upgrade from its predecessor.

Why “Covista”? In Lexicon’s consumer research with healthcare executives and institutional investors, Covista’s top association was community (32%) — the highest of any name tested — followed by advanced (30%), creative (25%), optimistic (23%), and reliable (23%). For a company unifying five institutions to address a national workforce crisis, that community signal is critical. As one respondent put it: “Covista is team-focused; often times team efforts are behind many of today’s successes in both education and industry.”

The name’s open vowels give it warmth and approachability. Its two-beat rhythm increases memorability. And unlike “Adtalem,” Covista invites the listener into a shared ambition — exactly what a mission-led organization needs.

While competitors in education rely on institutional gravitas or opaque Latin-derived abstractions, Covista carves out distinctive space with a name that is both transparent in meaning and forward-looking in tone.

Covista announced the name change on February 5, 2026, with its stock transitioning to the ticker CVSA on the New York Stock Exchange. The company serves 97,000 students and graduates 24,000 healthcare professionals annually — more than any other U.S. institution — producing 10% of America’s new nurses.

Watch Covista’s launch video here.

See more corporate rebrand case studies here.

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