Regina Maria
New brands for a healthcare group’s ventures
Regina Maria grew — through sustained investment and dozens of acquisitions — into Romania’s leading private-healthcare group, the country’s largest operator of hospitals, clinics and laboratories. Growth of that kind eventually poses a question every board recognizes: what to do when the next opportunity sits outside the promise of the brand that built the company. Regina Maria’s name stands for premium human healthcare; some of the ventures the group launched or acquired did not. Regina Maria engaged Brandient, repeatedly, to answer that question — creating dedicated brands for ventures where the master brand would have been the wrong instrument.
Poliana, created in 2020, made the logic concrete. Regina Maria had acquired a medical-analysis business to expand in the laboratory market and reach an underserved value-for-money segment. Competing there under the Regina Maria name would have meant discounting a premium brand to win a value customer — trading equity built over decades for short-term reach. Brandient positioned the venture and named it Poliana, then built the brand complete — narrative and voice, logo and visual platform, corporate identity and guidelines — a self-standing brand able to compete on accessibility while the master brand kept its premium ground. Poliana operates today as a national network of clinics, laboratories and collection points.
Exavet, created in 2022, extended the same discipline into a new category. The group was entering veterinary diagnostics — a different buyer, a different promise, and a territory where a human-healthcare name would clarify nothing. Brandient positioned and named the venture and built its corporate identity and visual platform, including a particle system that resolves into a dog or a cat — a scientific identity that still declares the category at a glance. Exavet launched publicly in early 2023 as the network’s first veterinary analysis and imaging laboratory, serving veterinary practices and farms across the country.
The partnership continued beyond the published work: a further venture brand in 2022 and, in 2025, a retail storefront and signage program with a retail guideline for the lab-analysis network. The architecture has done its job. Each venture stands on its own name and its own economics, and the premium equity of the master brand — the asset on which the group’s growth was built — remained protected as Regina Maria rose to first place in Romania’s private-healthcare market and, in 2025, passed to Finland’s Mehiläinen in one of the sector’s landmark transactions.
Client:
Regina Maria
Industry:
Healthcare
Project type:
New Brand Creation — Portfolio
Date:
2020–2022
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Corporate ID Program, Brand Guidelines
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