Where Health Innovation Grows Stronger, Together

Branding the merger

When flanders.bio and MEDVIA—two well-established players in the Flemish life sciences and healthtech scene—announced their merger, they weren’t just combining organizations. They were launching an entirely new chapter in health innovation. One that called for clarity, ambition, and a brand strong enough to carry 450+ stakeholders forward.

They needed a name, a story, and a system to unite multiple worlds—biotech, medtech, digital health—into one ecosystem with local roots and global reach.

Our Approach

Together with Studio Modular (Janne Degryse) – we shaped this new brand from the ground up:

Positioning: A health innovation cluster with impact — a connector, catalyst, and compass for companies navigating the path from idea to implementation.

Naming: Biovia. A new name evoking life (“bio”) and path (“via”) — direction, clarity, and progress.

Storytelling: We built the narrative around ecosystem metaphors like growth, connection, and movement. Biovia is not a brand. It’s a living network.

Tone of voice: Visionary yet grounded. Supportive, without losing edge. A voice that guides, without preaching.

Visual identity: A modular brand system rooted in digital fluency and natural rhythm — biomorphic forms, pulsing greens, and directional grids.

Impact

Biovia launched publicly in May 2025 with a full brand rollout across digital, events, signage, and campaigns — all designed to feel consistent, confident, and ready for international collaboration. The result? A new anchor brand for Flemish innovation. One that gives voice and vision to a powerful ecosystem in motion.