The challenge
Anacura had grown into a group of specialised scientific entities. Through acquisition and organic development, it brought together distinct brands: Labo Nuytinck in clinical diagnostics, and AnaBioTec and OHMX.bio in life sciences. But each brand had grown independently. No shared visual system. No common communication logic. No defined role for the Anacura group brand itself.
With each business unit working from its own external designer and its own positioning, the group had no shared identity to present to new partners, new markets or new talent.
Our solution
We developed a brand architecture that positions Anacura as the single parent brand, organising its portfolio around two clear divisions: Medical Labs and Life Sciences. Each business unit retains its own commercial identity. The group provides the strategic coherence.
From that architecture, we developed a new creative identity for the Anacura brand: a full visual identity system built to travel across all entities, all applications and all markets. One standard for a group with scientific precision at its core.
Services
- Brand strategy and architecture
- Visual identity and logo design
- Brand rollout and implementation
- Design governance and brand guidelines
A group in motion without a shared brand language
Anacura is built around a precise idea: combine scientific expertise, personal approach and analytical rigour to advise health and deliver outcomes. The name carries it. Ana from analysis. Cura from the Latin for care.
But the organisation that had grown behind that name had outpaced its own brand governance. Two acquisitions brought AnaBioTec and OHMX.bio into the group. A new initiative, the Discovery Studio, was in development. Each entity had its own external designer, its own visual system and its own communication logic. At group level, there was no dedicated marketing function, no shared guidelines and no clear moment when Anacura itself would speak rather than one of its business units.
For a group that wanted to be more visible externally, to attract new scientific partnerships and signal its full breadth to the market, the brand structure had to change. The science was already precise. The identity needed to be too.
One architecture, two divisions, one clear logic
The brand architecture we recommended is built around the logic the group already operates by. Anacura is the single parent brand. It does not operate in the market directly, but it provides the strategic and visual coherence that makes every entity under it more credible.
Beneath it, two divisions bring order to the portfolio. Medical Labs anchors the clinical diagnostics activities, with Labo Nuytinck as its established and locally trusted name. Life Sciences brings together AnaBioTec, OHMX.bio and the Anacura Discovery Studio under a single innovation umbrella.
Each business unit preserves its own market identity. The family name behind Labo Nuytinck stays. The recently acquired brands maintain their commercial continuity. What changes is that they now operate from a shared logic, within a structure that can scale as the group grows, adds new entities and moves into new scientific territories.
A visual identity system built for science
A new brand architecture needs a visual system that makes it legible. For Anacura, that meant building a creative identity that could carry scientific credibility without defaulting to generic sector conventions. Precise enough to reflect the group's standards. Flexible enough to work across clinical diagnostics and life sciences innovation in the same coherent visual language.
We developed the full visual identity: logo system, colour palette, typography and the graphic language that ties them together. The system was designed for a group that operates across very different scientific contexts and very different audiences. It needed to hold together across digital platforms, conference stands, research communications and day-to-day internal applications.
The result is a complete brand system: guidelines that define how every entity communicates, and a rollout managed directly alongside the external design partners responsible for each business unit. Not a kit handed over and left to interpretation, but a system actively implemented across office templates, digital assets, presentation formats and motion design.
From guidelines to governance
A brand without governance is a brand in slow erosion. For Anacura, that risk was real: multiple external designers across multiple business units, no shared framework, no single point of oversight.
We built the governance layer that prevents that erosion. Clear guidelines for every entity, every medium and every context. A system that defines not just what the brand looks like, but how it behaves, who applies it and on what basis decisions are made.
Brand rollout is not a handover. It is a transition. We coordinated every step of the asset delivery alongside the client and the external design partners to ensure the new identity was embedded correctly and consistently across all entities. The quality the group brings to its science, applied to its brand.
Result
Anacura now operates from a brand that reflects what the group actually is. Two divisions. One parent brand. One visual system. One standard applied consistently across every entity, every application and every market. The science of coherence, delivered.
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