Poliana
Democratizing healthcare through a national network of medical-analysis labs
Romania’s private healthcare had served the affluent well, but it left a large part of the population outside it: people who need reliable lab tests — bloodwork, routine diagnostics, everyday analyses — but for whom the premium, full-service private clinics are out of reach, whether on price or simply on need. Regina Maria, one of the country’s leading private healthcare groups, saw that gap as both an opportunity and a purpose: to democratize quality diagnostics — to bring trustworthy, technology-backed medical analysis to a mass-market audience at a price they can actually afford. It asked Brandient to create the brand.
The move called for a brand of its own. Stretching the premium Regina Maria name down to a value offer would have put both at risk — cheapening the parent while saddling the new service with expectations of a price it was deliberately not charging. So the answer was a separate, purpose-built brand for a national network of affordable analysis labs: credible by association, but clearly its own thing, free to speak plainly about value.
The positioning was deliberately functional — a straightforward value-for-money promise: standard, dependable diagnostics, backed by current technology, at a fair price. What kept "functional" from turning cold was the name. Poliana takes its cue from Pollyanna, Eleanor H. Porter’s heroine, famous for her optimism, resourcefulness and hope in the face of adversity — exactly the reassurance a person wants when walking in with a health worry — and it quietly folds in the work itself: "poli-" for the polyclinic, "-ana" for the analysis.
The identity matched the promise. Simple, intelligent and unpretentious, it avoids the status markers of premium healthcare so the functional positioning reads at once; a cross given a human imprint anchors a clean, text-forward, minimalist system built to work as well on a wall of signage as on a page. Brandient even took the rare step of building the brand’s line directly into the logo. Poliana went on to become a familiar, trusted name among Romanian patients — proof that quality diagnostics, made accessible, answer a real and underserved need.
Client:
Regina Maria – Rețeaua de Sănătate
Industry:
Healthcare Services
Project type:
New Brand Creation
Date:
2020
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Corporate ID Program, Brand Guidelines.
Uniquely, the logo incorporates the brand slogan, a rare approach due to language challenges.
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