Top tier veterinary clinic Brains & Bones came to us with a big ask and an even bigger heart. They needed a complete rebrand , strategy, visual identity, verbal identity, social media system , for Romania’s only dedicated neurological and orthopedic investigations, surgery and recovery center. CT scans, MRIs, the full arsenal. The brief called for something that could hold together the full complexity of what Brains & Bones does: world-class diagnostics and surgery, yes, but also the kind of care that makes a terrified pet owner feel seen. A brand that could speak to both sides of that equation without sacrificing either.
After lengthy interviews, we’ve discovered that what made Brains & Bones a different breed of vets wasn’t the impeccable professional pedigree and excellent use of latest technology – that’s a given. It was everything else they cared about.
Like actually listening to distressed pet parents. Not wagging any unnecessary medical jargon around, when explaining to them what is wrong with their beloved Bello or Kitty. Patiently guiding them through the next steps for getting them back up on their feet. Aka working with pet owners, not for them.
Hence, our prescription: pets at the very heart of their brand ID, symbolizing the complete care-in-every-possible-sense system Brains & Bones builds around our sick furry friends.
Brains & Bones: The Logo
The B&B logotype turns care into geometry. Two lowercase b letters whose counter spaces cradle the silhouettes of a dog and a cat, like a pair of hands wrapping gently around someone you love. A visual embrace that stays warm without tipping into sentimental.
The silhouettes are interchangeable across applications: a different animal profile for a different context, representing the range of patients and conditions treated while giving every pet parent a quiet little “that looks like my baby” recognition.
The color palette deliberately breaks with medical convention. No sterile whites. No clinical blues (well, one blue, but a friendly one). Three primaries, deep teal, soft sky, lime green, were chosen in part because they fall closer to the visual spectrum of cats and dogs. The palette says “we thought about your animal before we thought about our lobby.”
Hence, our prescription: pets at the very heart of their brand ID, symbolizing the complete care-in-every-possible-sense system Brains & Bones builds around our sick furry friends.
Rounded shapes across every application, photo masks, content containers, grid compositions, soften whatever’s left of the hospital feel and turn the visual system into something you’d actually want to scroll through at 2 AM, mid-panic.
The verbal identity mirrors the visual: empathetic without being syrupy, direct without being cold. We built a full tone of voice system that replaces obscure terminology with popular science clarity. Social posts open with lines a pet parent might actually say “He was limping yesterday, but this morning he just collapsed”, because the brand starts where the worry starts. Formal address is reserved for face-to-face; everywhere else it’s “tu” not “dumneavoastră,” because when you’re in the trenches together, formality is dead weight. The Brains & Bones verbal system extends across 4 channels: clinic communications, social media, website copy, and internal team guidelines, giving every touchpoint the same warm, expert tone.
And a slogan that earns its keep twice. Experts in care, the medical expertise, yes. But also the way it’s delivered. Two meanings. Three words. Zero jargon.
The Brains & Bones rebrand is a project we’re especially proud of at Glitch Studio. It required us to balance clinical credibility with genuine warmth , a challenge that sits right at the heart of what we do. Commercial projects and social projects both demand the same rigour, and this one pushed us to think carefully about how design can communicate care. For more brand identity work, explore our portfolio or visit the Glitch Library where we collect the design references that influence our thinking. You can also explore the Brains & Bones clinic directly.
Credits
Creative direction
Dan Stănescu
Strategy
Irina Negrilă
Project management
Adina Popescu & Claudia Nicolae
Graphic Design
Andrei Nicolescu
