2012 REBRAND 100 > notable|
Country Base: Romania
Industry/Sector/Keywords: Home Furnishings and Accessories, Interior Design, Business and Professional Services
Below: Before and After Images in Slide Show, Summary, Credits
The Romanian market of furniture and decorative items is dominated by large retailers and numerous small, independent producers. HERT Design is a furniture studio that offers both creative and production solutions founded from the passion of two young interior design entrepreneurs.
HERT Design had already gained a reputation in the market and a portfolio of important clients from multinational companies to residential clients. Consequently, it felt the need for a well-defined brand, an articulated image, and a message that helps differentiate the business from other competitors.
Our mission was to create the brand strategy and visual brand platform as to convey the strengths of HERT Design: creativity, flawless execution and a specific way of interacting with customers: special and friendly approach.
The internal audit revealed that the essence of HERT Design lies in creating experiences, stories and feelings generated by the objects and products, around which the whole interior is expressed. The brand platform was structured around the promise to stimulate creativity, to provoke dreams and to enhance the customerís ideas. The visual identity concept is based on the pencil form, which basically articulates the entire construction of the logo; a line drawn by the pencil highlights the composition. Itís the visual way to show the possibility of making any bold ideas possible.
Positive effects of the branding process are seen both in terms of profitability and sales, which increased by almost 30%. There was an increase in the number of employees by 15%, which necessitated a relocation of the studio planned by the end of the year to a bigger factory. The first HERT Design concept store will open soon this year to generate more visibility.
Credits:Client: HERT Design - www.hertdesign.ro
Brand Strategists/Designers: Seed Consultants - www.seed-consultants.ro
Managing Director: Dochita Zenoveiov
Senior Brand Consultant: Roxana Iancu
Brand Designer: Raluca Beldiman
Project Executive: Catalina Vulpe