Brio® is pursuing the market pioneer position, which comes with both large responsibilities and huge opportunities. The strategy was to build a pioneering brand, able to carry the burden of establishing a new category in the market while addressing the needs of (no less than) six main target stakeholders.
The brand is conceptualized taking into account all required brand associations, and it is capable to deliver the solid, mandatory credibility of a category leader, while seducing the young target with easiness, approachability and coolness.
The name Brio® reflects not only "vigour or vivacity of style or performance," as the Oxford Dictionary defines it, but in the Romanian culture is associated with the ideea of victoriously passing tests as a result of tenacious preparations.
The visual identity was built around the eagle-and-pencil symbol that expresses two main points: firstly, the commitment to serve the educational field without compromise and secondly, the ability to have an elevated all-encompasing view of the whole educational landscape.
The core product of Brio® is the standard testing platform comprising a state-of-the-art algorithm and a massive bank of precisely calibrated items — accesible via a frontend web interface. Brandient designed a visual language for both the items and the web interface.
Clear, direct tone of voice surrounding the powerful symbol will deliver the required alignment of all brand manifestations.