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Brand Situation
RAEF (Romanian American Enterprise Fund) is a powerful and innovative investment fund acting in Romania. In 2003 they teamed up with other financial partners and set out to launch the first specialised mortgage company on the market, a company driven by its duty to set the standards of the mortgage industry in Romania and to provide customers with efficient access to their desired home. Well aware of brand role in building a long term business [reputation], RAEF chose Brandient to create the new brand.
Brandient’s Approach & Solutions
The brand strategy considered people as being the most important brand vector. Therefore, Brandient built the brand around the organizational values: seriousness, professionalism, cordial client service, partnership. The name had to cover both the functional and the aspirational business intent in a memorable way, and so we created Domenia. The elevated name was balanced by a descriptive tagline (“Creditul Ipotecar Romano-American”), in order to claim the marketing territory.
The corporate identity was designed in a minimalist approach, with red delivering a vivid message. Also, red relates to the organization (read people) as the main source of energy and inspiration that feed the brand personality. Rhetoric and visual elements (e.g. the window) were brought in to ensure a consistent differentiation.
By this differentiation, Domenia Credit established itself in a market historically dominated by banks.
Services: Brand Strategy, Naming, Corporate Identity, Brand Communication.
