BrandRO
Sparking the Nation Branding debate in Romania
In the early 2000s, Romania had almost no public conversation about branding as a strategic discipline — let alone nation branding; for most of the market, a "brand" still meant a logo or a registered trademark. Barely a year after founding Brandient, the firm set out to change that, and engineered a conference to do it: a credible, deliberately branded platform that would open the debate and give it standing.
Brandient created a name to say two things at once — brand and Romania. The neat solution was to set the country code "RO" inside a circle so it reads as the ® registered-trademark mark: BrandRO. The identity — embers glowing inside the lettering, on black — gave the event the gravity its subject deserved.
The conference did real work for the category. Wally Olins, one of the world’s most reputed branding authorities, accepted Brandient’s invitation as keynote — his first visit to Romania — alongside Aneta Bogdan’s own talk on the branding mistakes that mattered most, walking a Romanian audience through fundamentals the market had not yet had a chance to learn.
Client:
BrandRO Conference
Industry:
National Identity Programs
Project type:
New brand creation
Date:
2003
Services:
Brand Name, Narratives and Voice
Logo and Visual Identity Program
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