Romanian Embassy in Singapore
Pro-bono craft, lent to Romania’s image abroad
Nations compete for attention the way companies do — for trade, for visitors, for goodwill — and in Southeast Asia Romania competes from a long way back. To a Singaporean audience the country is known, if at all, through the legends of Transylvania: through its myths rather than its merits. The Romanian Embassy in Singapore carries the task of closing that gap, with a diplomat’s resources rather than a commercial brand’s budget.
Brandient, then working from its Singapore studio and building brands for the Singapore market, put its craft at the service of its own country — a series of pro-bono projects for the embassy, from the look of the embassy’s own spaces to press advertising that introduced Romania to Singaporeans.
The advertising shows the method. "From mystery to gastronomy, discover Romania" starts where the audience already stands — the familiar legends of Transylvania — and takes it somewhere unexpected: Sibiu holding the title of European Region of Gastronomy 2019, the Gault&Millau guide rating Romanian restaurants for the second year running. The reader arrives with a myth and leaves with a reason to visit. It is the same discipline Brandient brings to any commercial repositioning — find the truest, most surprising thing, and lead with it — compressed here into a single page: a small repositioning, made the way the big ones are.
A modest body of work, and a telling one. The craft that builds companies’ most valuable assets, lent without a fee to the reputation of a nation.
Client:
Romanian Embassy in Singapore
Industry:
Social Impact, Culture and Education
Project type:
Brand Consultancy Specific Solutions
Date:
2019
Services:
Communication Design · Branded Environments · Copywriting
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