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 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).
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.
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.
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.
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.