Impetum Group
A holding renamed for impetus — a force for business value
For twenty years the group had grown from a circle of friends who founded Casa de Insolvență Transilvania into CITR, the market leader in Romanian insolvency, and then into a holding spanning insolvency, private equity and technology investment. In 2019 its founders resolved to build the group’s equity from the top down — with a strong parent brand that would endorse its companies rather than be carried by them. Brandient was engaged to clarify the group’s strategic context, recommend a new name, and design the group identity together with three subsidiary identities.
Brandient recommended renaming the holding Impetum Group. From the Latin impetus — a stimulating force, a positive energy, an impulse — the name is aspirational and commands respect, works internationally, and is strong enough to carry an ideology and set a standard of behavior.
The brand idea Brandient built for the group was the championing of business value: Impetum Group and its professionals as practitioners of business value — finding it, protecting it, regenerating it and amplifying it for Romanian companies at any stage of their life. A set of principles — smart partnership, visionary thinking, relevance and scale, perseverance and passion — gave the idea its working character.
An endorsed-house architecture organized the group: each company signs as part of Impetum Group, lending the parent its exposure while keeping its own face — CITR, the insolvency leader; ROCA Investments, a new species of private equity that takes "skin in the game" alongside the Romanian companies it revitalizes; and ROCA X, the first wholly private Romanian platform investing in tech start-ups. Brandient delivered the group’s full identity — name, logo, the Impetum purple, typography, narratives, brochures, web and internal communication — and presented the new brand to the organization in a brand-engagement session.
Client:
Impetum Group (formerly CITR Group)
Industry:
Professional Services
Project type:
Rebranding — Brand Reconstruction
Date:
2019–2020
Services:
Brand Name, Narratives and Voice, Brand and Portfolio Architecture, Logo and Visual Identity Program, Communication Design, EVP and Employee Brand Engagement; Brand Audit
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