Siveco

Siveco is one of the most successful software integrators from Central and Eastern Europe—with a strong focus on large scale Business-to-Public and high value added consultancy projects—very active across the European Community, Middle East, North Africa and CIS area. Over the past 20 years, the business has raised from a small local entrepreneurial entity to a technology driven international corporation, generating inevitably some vulnerabilities at the level of organizational behavior and corporate branding.

Brandient has been hired to advise and cooperate with Siveco's Board to underline the new international stature of the brand, refreshing the brand and make it more seductive in front of its employees and customers.

Client file

Brand Strategy

After auditing the brand in order to clarify its current platform, incorporating the brand DNA definition and promises opportunities, the consulting team moved to repositioning the brand. The aim of the entire Business-to-Public effort undertook by Siveco was redefined under the flexible slogan Project: Progress™, implemented at sector level as Project: Progress in Agriculture™ for e-agriculture, Project: Progress in Education™ for e-learning, Project: Progress in Healthcare™ for e-health, and so forth, for all the company’s lines of business.

Over the years, Siveco’s exhaustive brand portfolio had grown into many layers of sub-brands, branded products and endorsed branding situations. Together with Siveco’s Board team, Brandient devised solutions and provided clear rules and guidance for simplification of the brand architecture.

The aim of the entire Business-to-Public effort undertook by Siveco was redefined under the flexible slogan Project: Progress™.

Visual Identity

The strategic solution was to build a functional yet visually engaging identity, able to increase the level of energy and positive emotions within the organization, to build a differentiated and memorable territory, and to project an upgraded image, coherent with the realities of a rapidly expanding corporation, adapted to international markets’ standards.

Brandient’s design strategy focused on leveraging the project teams identities pertaining to the various lines of business by building LOB-specific visual identifiers within a common visual language—while preserving the corporate, equity-charged core identity elements (logo and corporate color).

Brandient designed a complete visual language starting at the lines-of-business level.

A stylish, compact yet flexible icon-like visual style was defined as a powerfully scalable technique able to address—with wit and personality—both the internal and external communication needs.

An important chapter of the rebranding concerned the development of a design system for all corporate and product literature, with enough complexity to cover all needs, yet clear and modular so the in-house design team can use and further develop it.

 
Sales literature redesign was a demanding part of Siveco's rebranding.
 
A small part of Siveco's corporate and product literature, all redesigned to achieve style consistency.
The rules of the new visual system led to an overhauled version of Siveco's corporate identity manual.
 

In order to align advertising activities to the brand requirements, an advertising platform—encompassing a copy platform and a visual platform—was defined. According to the platform, the ads will inform and educate all interested stakeholders about sector-level progress enabled by Siveco over key markets, in accurate, facts-and-figures formats.

 
Print advertising informs and educates all stakeholders about sector-level progress enabled by Siveco over key markets, in accurate, facts-and-figures formats. One ad headline reads: «Over 15 million pupils in Europe, Middle East and Africa learn aided by the e-Learning solutions conceptualized by Siveco.» an the other «Over 5000 family physicians, 9000 MDs and 400 hospitals in Bulgaria function daily helped by Siveco»
Brandient envisioned for Siveco a new, comprehensive visual style for its brand architecture.
A powerful icon-like visual style was defined to address—with wit and personality—both the internal and external communication.
 

The digital manifestations of the brand further inherit the visual and rethoric teritory of the brand, thriving to adapt it to the special requirements of the web vectors.

 
All Siveco's digital branding needs were addressed by Brandient—from website redesign to intranet, social media presence and custom screen savers design.

Brand engagement

For a services driven business like Siveco, in a stage of accelerated international growth and associated success, the 800-strong IT specialists team—programmers and IT consultants who are underpinning and reinforcing this success—is a giant challenge for the management team. Perceived as a school for the Romanian IT industry, Siveco is the largest employer of this highly valuable segment of the creative class. Their professional and human typology requires special treatment, and the management team decided to start up an engagement program, incorporating a series of brand engagement seminars and a flux of internal communication. The working spaces were decorated with a range of messages addressing many of the Business-to-Public specific topics.

Under the title “Project: Pride,” a program of communication aimed at the business-campus community surrounding Siveco building was deployed, flying anniversary flags and LOB achievements banners.

“Project: Pride,” is a program of communication aimed at the business-campus community surrounding Siveco building. Window graphics with e-Health LOB icon reads “Project: efficient healthcare”.
“Project: Pride”—a banner on Siveco building with 20 years of luck icon reads in Romanian “20 de ani de sanse mari”.
Siveco office decoration (window graphics) with Romania map icon reading “Modernizing Romania”
Siveco purpose wallpaper reading in Romanian “Vrem ca solutiile noastre globale de IT, conceptualizate in Romania sa genereze schimbare pozitiva, prosperitate si competitivitate clientilor nostri, asigurandu-le accesul la progres”.
Siveco office decoration (wall graphics) with dedicated icon reading “Project: accelerated progress”.
Siveco office poster thanking programmers for not leaving the country reads in Romanian “ Stim ca nu e usor sa faci performanta in IT si sa vorbesti in continuare limba romana. Iti multumim ca ai ales sa ramai in Romania si sa lucrezi in echipa Siveco.”
Siveco cafetaria decoration targeting programmers, messages read in Romanian: “Azi la felul doi: competitia pe paine” “Multumesc, dar sunt la dieta” and “Topping de PHP, Asp.net sau Ruby?”.
Homage to Steve Jobs and Bill Gates on Siveco shuttle vans.
Siveco shuttle vans decorated under slogan “Intelligence inside” with cartoon Steve Jobs, Bill Gates, Albert Einstein, Isaac Newton, Mark Zuckerberg and Leonardo da Vinci.