Cubro unveils new brand identity

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Cubro® has unveiled a new brand identity, reflecting the company's transformation, enhanced capabilities and a redefined strategy. Cubro’s new look and feel represents a renewed commitment to innovation and the company's role and purpose of raising the level of health care for all people, globally.

Following the acquisition of the Opritech brand in 2020, Cubro is now focused on delivering highly innovative and fully digital operating theatres that drive better health outcomes. Opritech operating theatres provide both public and private surgical teams with more flexible, agile and workspaces. They are globally renowned for their adaptability, digital integration, superior infection control properties and improved return on investment.  

In addition to providing New Zealanders with access to world-leading operating theatres, Cubro is also investing in developing a suite of digital solutions that will make it easier for health providers to nurture and support their workforce, keep patients safe, and foster even higher levels of care.

"While our business has transformed dramatically over the past few years, it became clear that perceptions of the company have not evolved at the same pace," says Lou Eaton, Head of Marketing and Communications. "Refreshing our brand marks a new Cubro both inside the company and out, with a strategy focused on using innovation to solve some of the most complex challenges that our partners – healthcare providers – are facing today. We’ll continue to collaborate with our customers to help them address inequities and lift the level of care throughout Aotearoa."

Although Cubro has evolved significantly over the past decade, Lou says the new identity also pays homage to the company’s core values of care, innovation and collaboration. “Our company started from humble beginnings back in 1983, by listening to the challenges health providers had and inventing solutions to solve their challenges. So, it was important to us that our new identity struck the right balance between representing who we are today, while embracing the values that underpin our culture.”

“If you ask our people why they work at Cubro, they all share an overwhelming desire to make difference in people’s lives – they want all New Zealanders to be able to access the best health care solutions. Our people are our brand, and they bring our purpose to life every day through their mahi.”

The new brand will be officially unveiled on Thursday the 29th of September.  

Learn more about Cubro