The utilization of applied neuroscience and neurotechnology for mental health purposes was largely unknown in Romania when Veruvis (formerly the Neuro Performance Enhancement Center, hereinafter NPE Center) ventured into this uncharted territory several years ago by introducing its proprietary neural training concept.
To navigate the complexity of this emerging field and the novelty of its services, addressing a diverse audience ranging from individuals with various mental disorders to professionals and athletes seeking mental enhancement, the NPE Center needed a clear brand discourse and a strong identity that matched its business growth and international expansion aspirations.
A thorough analysis of the category and competition at both local and global levels, combined with a discovery workshop involving the company’s management team, led to a complete rebrand.
First, we articulated the brand strategy and its promise to help people discover the superpower of their brains, thus enabling them to change their lives for the better. The next step was creating the new brand identity to differentiate the brand in a category dominated by descriptive names and symbols.
The new name, Veruvis, blends “veritas” (Latin for “truth”) and “heruvim” (Romanian for “cherubim”, the guardian angel) to evoke the two key elements of the transformative experience offered by the brand – the proven scientific approach and the wholehearted support provided by the company to its clients throughout the process. The logo features a symbol suggesting the transition from mental haziness to clarity, reinforcing the brand narrative and evolving into a unique visual language.
With a relevant brand message and a truly distinctive identity, the brand succeeded in raising awareness and building trust, leading to increased adoption by new clients from different target segments. This placed the company at the forefront of mental health and wellness innovation in Romania.
After the rebranding, Veruvis, ended the year with an increase of 400% in profit. The current solution for “brain mapping” and improving neuronal performance has been used by over 2,000 adults, primarily corporate managers, high-performance athletes, as well as individuals with various neuronal dysfunctions, in addition to approximately 4,500 children.