The challenge
Anacura had grown into a group of specialised scientific entities. Through acquisitions and organic development, it brought together distinct brands: Labo Nuytinck in clinical diagnostics, and AnaBioTec and OHMX.bio in life sciences. Each entity had grown from its own expertise, market and history. For a group seeking to make its broader expertise more visible to new partners, new markets and new talent, the question became how these different entities could be positioned as one coherent whole.
Each business unit had to retain its commercial recognisability, while Anacura as the group brand took on a clearer role.
Our solution
We developed a brand architecture in which Anacura becomes the overarching brand, with a portfolio organised around two divisions: Medical Labs and Life Sciences. Each business unit retains its own commercial identity. The group provides the framework that makes strategic and visual coherence possible.
From that architecture, we developed a new identity system for Anacura that can work across entities, applications and markets. One shared foundation 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: combining scientific expertise, a personal approach and analytical rigour to advise health and deliver outcomes. The name carries that idea. Ana refers to analysis. Cura to the Latin word for care.
The group behind that name had brought together several specialised entities over the years. Two acquisitions added AnaBioTec and OHMX.bio to the portfolio. In parallel, Anacura Discovery Studio was in development. Each entity had its own external designer, visual system and communication logic. The next phase of growth therefore called for a clearer group framework that could bring those different areas of expertise together without losing their individual character.
For a group seeking greater external visibility, new scientific partnerships and a clearer way to show its full breadth to the market, brand structure became a strategic choice. The science was already precise. The way the group presented itself as a whole needed the same precision.
One architecture, two divisions, one clear logic
The brand architecture we advised is built around the way the group operates today. Anacura is the central group brand. It does not operate directly in the market, but provides the strategic and visual coherence that connects the entities beneath it.
Two divisions then create a clear framework for 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 Anacura Discovery Studio around scientific innovation.
Each business unit retains its own market identity. The family name behind Labo Nuytinck remains. The recently acquired brands preserve their commercial continuity. This creates a structure that can grow with the group as it adds new entities and enters new scientific fields.
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 connect clinical diagnostics and life sciences innovation through the same coherent visual language.
We developed the full visual identity: logo system, colour palette, typography and the graphic language that connects them. The system was designed for a group operating across different scientific contexts and audiences. It needed to work across digital platforms, conference stands, research communications and day-to-day internal applications.
The result is a shared brand system with brand guidelines, templates, digital assets, presentation formats and motion design. The first rollout was aligned with Anacura and the external design partners of the different business units, allowing every entity to continue working from the same foundation.
From guidelines to governance
A shared brand system only becomes valuable when it provides direction in daily practice. For Anacura, that meant clear principles for different entities, media and applications, without losing sight of the individual character of each business unit.
We translated the strategy and visual identity into guidelines and practical applications. This gave internal teams and external partners a shared foundation for the consistent use of the brand, from presentations and digital assets to communication in scientific and commercial contexts.
Brand rollout requires continued alignment between structure, application and context. The new identity gives Anacura a framework that can support further growth while leaving room for the operational reality of each entity.
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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