Rtc
Rejuvenating the frontrunner in office supplies and services
RTC, the frontrunner in Romania’s office supplies and services sector, was built inside one of the country’s most expansive entrepreneurial ventures — the RTC group founded by Octavian Radu in 1990. By 2011 the group was restructuring in the aftermath of the financial crisis, and the office-supplies business — by then RTC Proffice Experience — was acquired by Oresa Ventures, the Swedish investment company active in Romania since the mid-1990s. The new owner recapitalized the business; the question that remained was whether the brand could keep pace. RTC held clear market leadership, yet its identity still spoke of the group it had grown up in, not of the company it now had to become.
Brandient reframed the brief. RTC’s challenge lived deeper inside the company than outside it: the business had earned market leadership, and reputation leadership now had to catch up — the classic case of a business running ahead of its brand. Years of rapid expansion had multiplied sub-identities faster than the rules to govern them, and the company’s story remained one of product and range in a category drifting toward catalog-and-price competition. For a business whose main commercial engine is a large direct-sales force, this was not a communication problem; it was an organizational one.
The strategic response came in two moves. First, architecture: Brandient cut through the clutter and re-established a single master brand under a simplified, monolithic structure — the corporate, direct-sales and wholesale activities took internal-only working names while the market saw one coherent RTC. This was treated not as cosmetics but as the precondition for letting the brand carry the company’s next stage of growth. Second, repositioning: away from the product-and-range story and toward a client-driven services proposition — an effortless, seamless office-service experience, anchored by four brand values centered on simplicity, partnership, initiative and commitment, chosen precisely because they translate into everyday behavior across the salesforce and operations.
The promise reached the market as "Have a good day at the office," carried by a simple, minimalist identity in light, calm colors — signaling ease of service rather than abundance of catalog. Brandient delivered the verbal and visual identity, the Brand Guidelines manual (v1.0) and an internal brand-engagement program designed to mobilize employees, the salesforce above all, to close the gap between market leadership and reputation leadership.
The measure of a repositioning is whether it outlives the circumstances that produced it. Fourteen years on, RTC still greets its market with the same promise — "o zi bună la birou," the Romanian of "Have a good day at the office" — and the brand has since passed intact through a second change of ownership, joining the Altex group when Oresa exited in 2020. A brand conceived as a transferable business asset, and proven as one.
Client:
RTC, Oresa Ventures
Industry:
Retail and Consumer Services
Project type:
Rebranding — Brand Repositioning
Date:
2011–2012
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Communication Design
; Brand Guidelines
EVP and Employee Brand Engagement
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