Aneta Bogdan has delivered pro bono on May 4th and 5th, 2012 a two-day course in Institutional Branding at the "Communication School"("Scoala de Comunicare") in Bucharest—a non-governmental project aimed at strengthening the communication skills of public servants and management cadre of state-owned enterprises.
Starting from the differences in the quality of communication between the private and the public sector, the School set up to raise the level of competencies in the public sector by bringing in the highest ranked professionals in the industry to teach in their respective fields. At the invitation of SynergEtica Foundation, one of the organizers of the School, Aneta taught the participants about tools and vectors of public branding manifestations, about dos and don’ts in the marketing and communication practice of the public sector, about the role of reputation and the impact of the public services behaviour in constructing the brand experience within the Romanian nation brand. Cristian Kit Paul, as a guest speaker, presented a design alternative by Brandient to the existing obsolete, unattractive and non-functional Romanian identity cards.
We in the private sector are often complaining about the difficult communication with the government or the state-owned enterprises. When invited to make a pro bono input to this project, I took it as an opportunity to step down from the critic role and to contribute in a practical way. The main return will be a better interaction between the two sectors, which is essential in a stage of increased state involvement worldwide.
—Aneta Bogdan, Fellow CIM, Managing Partner Brandient
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.