The challenge
Anacura has grown into a group of specialised scientific entities. Through acquisition and organic development, the group brings together different brands: Labo Nuytinck in clinical diagnostics, and Anabiotec, OHMX.bio and Discovery Studio in life sciences. Each of these entities grew 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 arose of how these different entities could be positioned as one coherent whole.
Each business unit had to retain its own 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 built 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 with 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 brought together several specialised entities over the past years.
The acquisition of OHMX.bio added a new expertise to the portfolio. Discovery Studio, meanwhile, was a new initiative, launched from within the group itself. 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 these different areas of expertise together without erasing their individual character.
For a group wanting to become more visible externally, attract new scientific partnerships and show its full breadth to the market, the brand structure had to change. The science was already precise. The identity needed to become precise too.
One architecture, two divisions, one clear logic
The brand architecture we advised is built around the logic the group already operates by today. Anacura is the central group brand. It does not operate directly in the market, but provides the strategic and visual coherence that makes every entity beneath 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 Discovery Studio under a single innovation umbrella.
Each business unit retains its own market identity. The family name behind Labo Nuytinck stays. The existing 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 enters 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 connect 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 everything together. The system was designed for a group active across very different scientific contexts and audiences. It needed to hold up 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 directly aligned with the external design partners of each business unit. Not a kit handed over and left to interpretation, but a system actively implemented across templates, digital assets, presentation formats and motion design.
From guidelines to governance
A shared brand system is only valuable when it provides direction in daily practice. For Anacura, that meant clear principles for the 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 to consistently apply the brand, from presentations and digital assets to communication in scientific and commercial contexts.
Brand rollout requires ongoing 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 gained a brand architecture that visibly brings together its scientific expertise: one parent brand, two clear divisions and a visual system that gives every entity direction without losing its commercial recognisability.
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