BUSINESS CHALLENGE
For thirteen years Brandfusion has focused on creating strategic branding solutions to help Romanian entrepreneurial businesses grow. We have specialised in it, developing proprietary methods and processes, maturing as a team and crystallising shared values. Eventually, as a team, we felt the need for a change to celebrate our growth, to renew our energy and make our drive for evolution visible to our clients.
We knew such a profound change was closely connected to the business’s need for growth. So, we started our process by establishing clear business objectives: defining a brand purpose that would inspire every team member in their every day work, creating a positioning that would be clear for clients and prospects and identifying the right mechanisms to implement this change internally and externally.
APPROACH
From our experience with hundreds of rebranding processes, we knew organisations need the support of experts to give internal priority to such a project as well as to open up and encourage constructive debates that help unearth valuable discoveries.
We chose to complete the stage of discovering the Brandfusion spirit and our works’ added value accompanied by an external consultant, seasoned in international brand consultancies, so as to smooth out the internal process, to avoid getting stuck and also to impartially manage internal debates.
To better understand the outside in perspective, we analysed the branding industry and its future, as well as the local and international competition. With the help of the external consultant we also discovered our (newer and older) clients perspective of the value our work brought their business as a result of projects carried out together.
AN INSPIRING PURPOSE
We started the process with a simple question: What does Brandfusion exist for? We searched for insights to answer ourselves, inside and outside.
We rediscovered within ourselves the one thing the unites us: the wish to do things that matter and that change things for the better. We received client confirmation fro caring for their businesses and especially for the strategic thinking we employ to help them grow. Thus, we could express Brandfusion’s purpose: we exist to create long-term impact in the lives of businesses. A mission that guides everything we do and is rendered relevant to our clients by the solutions we bring
Our Principles
Our way to interact with our clients, the way we approach our business challenges, the type of solutions we create, have, in time, shaped a certain set of best practices that is specific to Brandfusion.
OUR NEW IDENTITY
Once our shared principles and purpose had been defined, next was aligning our visual identity to them. The challenge for our design team was to become its own client and recreate its identity with all the ensuing consequences: perfectionism, the wish to surprise everyone and so on.
The design process started with the conversion of the Brandfusion principles into design guidelines. The team had to identify and then explore visual directions that would speak about what is means to anchor in reality or fight inertia when you provide solutions to evolving businesses.
Impactful colour
Purple is the strongest visible wavelength of electromagnetic energy. We’ve selected it as a guide for discovery, through both research and intuition. It is a symbol of independence, creativity, joy of life and, of course, wisdom and elegance.
The Backslant
We decided to continue our visual identity development in a direction based on letter, typeface and the visual impact they create. So, we chose a typeface that produces tension between its weights: italic vs. backslant, light vs. bold, lowercase vs. uppercase.
We built our visual identity around the visual contrast resulting from putting them together. The backslant also generated a graphic element that adds value to our identity - a dynamic pattern that helps us illustrate impact in many ways.
Making An Impact
We knew from the beginning that change will not be limited to the external perspective and that, matching our purpose, it will have a significant effect on the team as well. We enlisted the help of a coach and personal development expert to support us in defining our personal and professional growth objectives that ensued from our brand purpose and to assist us in implementing a performance evaluation mechanism.
With this in mind, we also initiated a series of specialised training sessions to improve our abilities and knowledge in various fields so as to better incorporate the Brandfusion principles in everyone’s daily work.
