OXYGEN FOR BUSINESS DELIVERED BY A SMART ORGANIZATION
Brand Situation
Mid 2002, two years after its start-up, a company called humanresources.ro had an impressive portfolio of web-based HR applications, but little recognition on the local market. The generic name and the existing corporate identity was not reflecting the strong professional & entrepreneurial culture taking shape. At this point, they decided to appoint Brandient with the mandate to design an impetus brand to support their business.
Brandient’s Approach & Solutions
Going through the brand audit and brand strategy, Brandient revealed innovative web-based solutions for business, happy and relaxed customers and highly professional and creative people. There was also a tree symbol the organisation was emotionally attached to. Brandient created an aspirational, friendly and memorable name, which was instantly embraced by the whole organisation: Smartree. The new brand positioning Oxygen for Business and the logotype with an embedded “digital tree” completed the core of brand identity.
The brand architecture brought discipline to the organizational structure and become a management tool for the product portfolio. The visual platform is remarkably consistent with the positioning, with aerial forms and spaces and the “oxygen breath” suggested by the key visual elements. The coherent positioning and brand rhetoric inspired the employees to take it further (e.g. they always act with smartitude) and thus the organization became the most important brand builder and the internal branding became the most important tool to build success.
The rebranding process for Smartree got a Merit award at the ReBrand100 competition in 2005, being considered one of the top 100 rebranding jobs in the world. For more details click here
