Conditional Formatting would do the trick for you.

Let's say that your formula above is located in cell A1. Then in
Conditional Formatting, change Condition 1 to "Formula Is" and enter
the formula =A1="Neg IBITDA". Now click Format and change the format
(font, font style, size, color, etc.) to whatever you want.

For "Pos IBITDA", you could either Add a second condition, or simply
set the default for the cell to whatever style you want for the "Pos",
and it would then only change if "Neg".