Neuro Performance Enhancement Center is an innovative initiative in the field of applied neuroscience, utilizing neurotechnology to develop methods for studying and improving brain activity with the goal of promoting mental health. Through the rebranding process, our mission was to articulate the brand’s message and redesign its identity to support business growth and prepare it for future expansion beyond national borders. This project earned a prestigious distinction at the 2024 REBRAND 100® Global Awards, the most respected global recognition program for effective brand transformations.
The field of applied neuroscience, specifically the methods for studying and improving brain activity using technology, is still relatively unknown and underexplored in Romania. As such, the Neuro Performance Enhancement Center can be considered a truly bold initiative. It all started as a personal project for Costin Dămășaru, driven by his struggle with tinnitus, a debilitating neurological condition, and his success in overcoming it using neurotechnologies he studied at MIT (Massachusetts Institute of Technology). Over time, it evolved into a continuous innovative endeavor aimed at "freeing people from the limits of their own minds" through the Neuro Performance Enhancement Center.
Given the complexity of the field and the novelty of the "neural training" program developed by Dr. Dămășaru and his team of researchers for a largely uninitiated Romanian audience, creating a strong brand image to attract attention and interest from target audiences was an essential step in the business’s early stages. Moreover, it was necessary to articulate a clear and relevant brand narrative that would position the Center as a leader locally and prepare it for future expansion beyond Romania's borders. These were the starting points for the rebranding project of the Neuro Performance Enhancement Center.
Through rigorous research, we first aimed to understand this vast field of applied neuroscience and the category that the Neuro Performance Enhancement Center belongs to, both nationally and internationally, as well as the factors that could support or hinder its development. We then went through a discovery phase from the perspective of the founder and his team, identifying the elements that would form the basis of the brand’s strategic narrative, which would later serve as inspiration for its new identity and communication.
During the brand exploration sessions with the management of the Neuro Performance Enhancement Center, we managed to demystify the initially intimidating scientific language used to describe the Center’s offerings. We learned that behind the phrase "neural performance enhancement" lies the desire to make visible and achievable changes that restore balance and bring harmony to people’s lives when daily challenges hold them captive, limiting their ability to reach their full potential. Supporting this mission, the Neuro Performance Enhancement Center uses the latest neurotherapy technologies and procedures, combined with a dedicated, empathetic, multi-disciplinary team, to help its clients discover the extraordinary power of their brains. From these key messages, we crafted the brand story and distilled its essence, expressed succinctly in the slogan: Your Brain is Your Superpower.
In a category where descriptive names or those featuring the term "neuro" predominate, as in the case of the Neuro Performance Enhancement Center, we wanted the new verbal identity to differentiate the brand. The starting point in creating the new name was the brand strategy, aiming for the name to reflect the narrative’s central theme of transformation and evolution. At the same time, we had to consider the eligibility criteria set by the Center’s management: the name had to be registrable across the European Union in the relevant NISA classes, the .com web domain had to be available, and it had to avoid any similarity with other names in the category.
The name **Veruvis** is an invented word resulting from the combination of two elements that make the transformative experience promised by the brand possible: the element of science and continuous learning, represented by the Latin term "erudit" (erudire = to learn), and the element of human support, symbolized by the Slavic word "heruvim" (heruvim = guardian angel).
The visual identity aims to find the necessary balance between the inner subconscious world and the physical environment in which we live, learn, and evolve as humans. The contrast between mental clarity and disruptive states served as the basis for the Veruvis symbol’s design.
The symbol, created by combining two basic geometric shapes, represents the profound impact that neural training can have on the brain and Veruvis’ clients. It transitions from a diffuse, unfocused state to one of clarity, suggesting the perfect balance in which the brain is optimized and can reach its full potential. Thus, the symbol becomes a trigger, an activator of concentration and performance.
The new visual identity allowed for the development of a unique graphic style, combining realistic and abstract elements, to effectively highlight the brand messages in a way that is both accessible and relevant to its audiences, as seen in the communication materials developed.
With the launch of the new brand, we also managed the social media communication component, helping the Veruvis team operationalize the strategic framework and identity developed during the rebranding process by creating specific content for each platform used — LinkedIn, Instagram, and Facebook.
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