| Smartree
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - In mid 2002, a company named humanresources.ro had an impressive portfolio of web-based HR applications, but little recognition on the local (Romanian) market. The generic name and the poorly designed corporate identity were not doing justice to a strong professional and entrepreneurial culture. Strategy - A new name was instantly embraced by the whole organization: Smartree. The brand positioning expressed in the tagline “Oxygen for Business," and the designed logotype with an embedded “digital tree” completed the core of the brand identity. Result - The coherent positioning and brand rhetoric inspired the employees to take it further (e.g. they act with smartitude) and thus the organization became a brand builder. Credits: Client: Smartree Ltd. - www.smartree.com CEO: Andreea Ionescu Brand Consultancy and Design: Brandient - www.brandient.com Brand Consultant: Aneta Bogdan Creative Director: Cristian "Kit" Paul Art Director: Cristian "Kit" Paul Copywriters: Raluca Feher, Cristian "Kit" Paul Print Production: Peggy Production Company [back] |
