Brandient created Verida Credit, a brand designed for a new company operating on the mortgage market, founded by high-profile financial institutions such as ABN Amro and CITI.
Bucharest, August 2008
Taking into account the rapidly growing and crowded market, Verida was a challenging and intense project, at the same time. Verida brand was blueprinted and designed in order to provide a new model for doing business, where emphasis on established practices and customer satisfaction became true brand positioning vectors. This approach was mirrored both in the visual and verbal identity of the new brand. Verida, a name extracting its core from the Latin root of the word “truth” (veritas), was built upon values such as transparency, originality and honesty. These directions were represented through a simple and balanced design and also in terms of color choice, cyan being the preferred solution.
The challenge for this project was to succeed, through naming and design, in representing two parallel features, apparently too far off from each other: the professionalism and the expertise held by Verida management team, on one hand, and the popularity of a mass brand, on the other. The former demands elegance and status while the latter requires openness and lack of sophistication. We found the solution in simplicity, therefore we have approached the Verida identity from this perspective
—Iancu Barbarasa, Brandient Designer
Brandient developed for Verida the brand strategy, the verbal and visual identity, as well as the entire auxiliary graphic system, from corporate and marketing stationery to POS (point of sale) design, during February-August 2008.
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 Verida Credit
Verida Credit is a Romanian non-banking financial institution specialized in mortgage lending — founded in 2008, authorized by the National Bank of Romania, and an active specialist lender. Brandient created the brand at its founding: the Verida case.