Three works of Brandient consultancy have recently been rated among the world’s most effective re-brandings that have been initiated in the past three years, according to ReBrand 100 competition that took place this February in USA.
Bucharest, May 2005
The re-brandings of TVR, Europharm (GlaxoSmithKline) and Smartree placed Brandient in the Merit ReBrand 100 category and they will be included in ReBrand 100 annual and virtual gallery on www.rebrand100.com, along with well known names including Adobe Systems, American Airlines, Ernst&Young, Procter&Gamble, Samsonite, Unilever, UPS Store, Virgin Atlantic Airways etc.
We saw an amazing quality and caliber of submissions from all around the world. The ReBrand 100 award winners recognize the importance of brand and design in growing a healthy and sustainable business. The winning re-brands are successful from a business standpoint because they’re fully integrated, well thought out, well designed and well strategized.
—Paige Arnof-Fenn, founder and CEO of Mavens & Moguls and ReBrand 100 juror
The jury reunited international experts in branding and design including Identityworks, DesignCom, Landor, RYKA etc.
Each of Brandient’s three awarded works aimed at increasing the business value of the clients through brand and at transforming their brands, which are management tools, into competitive advantages.
Romanian Television (TVR) re-branding was aimed at showing its employees and viewers around the world that the public television should have a modern European image. Also it brought discipline and consistency within the channel brand portfolio of TVR. English & Pockett (London) designed the new brand according to a strategy developed by Brandient, which also delivered the internal branding and the brand communication strategy.
Europharm rebranding successfully unified the three businesses of the company (production, distribution, retail) in a single expression which also communicates it belongs to GSK group.
Smartree Ltd rebranding resulted in an increased business visibility as well as in developing a steady organizational culture.
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.
About REBRAND™
REBRAND™, founded in 2004 by Anaezi Modu, created the REBRAND 100® Global Awards — the first juried global recognition dedicated to brand transformation, honoring the world’s 100 most effective rebrands each cycle. Its juries of international business and design executives — Brandient co-founders Aneta Bogdan and Cristian Kit Paul among the invited jurors* — have judged work from more than 61 countries across forty-plus industries; its Hall of Fame inducted Brandient in the inaugural 2015 class, alongside Interbrand and MetaDesign.
*As in all juried competitions, jurors assess only the work of others, never the work of their own companies or any entities they are part of or represent.