Given the complexity of this field of activity and the novelty of the "neural training" program developed by Dr. Psih. Dămășaru and his team of researchers for a yet uninformed Romanian public, creating a strong image that would attract notoriety and the target audiences’ interest was an essential step in the evolution of the business that was still at the beginning of the road. Moreover, it became necessary to articulate a clear and relevant brand discourse that would place the Center in a dominant position locally and prepare it for future expansion beyond the country's borders. These were the premises from which we started in the rebranding project of the Neuro Performance Enhancement Center.
An agile branding solution
5, 4, 3, 2...1 START!
Brain, the superpower waiting to be discovered
The field of applied neuroscience, namely methods of studying and improving brain activity using technology, is still very little known and exploited in Romania. Thus, the Neuro Performance Enhancement Center can be considered a truly venturesome initiative.
It all started as a personal project for Costin Dămășaru, animated by his battle with tinnitus, a terrible neurological condition, and its defeat with the help of procedures based on neurotechnologies that he studied at MIT (Massachusetts Institute of Technology). Gradually, it evolved into an ongoing innovative endeavor aimed at offering the chance to "free people from the limits of their own minds" within the Center for Research in Neuronal Performance Augmentation.
The name Veruvis is an invented word that resulted from the combination of the two plans that make possible the transformative experience promised by the brand, namely that of science and continuous learning necessary in the process, by associating with the term "erudite" originating from Latin (erudire = to instruct), and that of the human support offered throughout its journey, through the allusion to the word "cherubim" originating from the Slavic language (heruvim = guardian angel).
The symbol, created by combining the two basic geometric shapes, represents the profound impact neural training can have on the brain and Veruvis’ clients. From the diffused and deconcentrated state it goes into a clear one, suggesting the perfect balance where the brain is optimized and can reach its maximum potential. The symbol thus becomes a trigger, an activator of the ability to concentrate and perform.
Our involvement in the project consisted of:
\ Defining the elements that represent the basis of the strategic brand narrative and its formulation
\ Extracting the essence around which the brand is developed and translating it into a concise form in the slogan
\ Creating the new brand name that reflects its strategy and differentiates it in the reference category
\ Creating the visual identity
\ Development of the creative platform and communication materials to support the brand launch
\ Development and management of social media communication