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Ceetrus Romania | Strategy & Digital branding

 

Client: Ceetrus Romania (ex. Immochan) is a mixed real estate developer and owner of the commercial galleries around Auchan hypermarkets.

 

Project: Digital Branding, brand & digitalization strategy, communication strategy, content planning, content creation, campaign consultancy, Social Media.

 

Challenge:

With 21 locations all around the country, each of them with it’s own KPI’s, communication opportunities, local specificity, we had to find a strategy that can fit them all, with minimum effort and maximum impact, due to very limited resources available.

The main goal of the company is to encourage urban regeneration as well as the forming of local communities in each city or neighborhood in which they have a commercial center.

 

Solution:

Since shopping, retail and communities are being redefined and it becomes more and more about communities, we created a strategy focusing on the community, trying to get clients from being strangers to becoming interested to becoming visitor to becoming a member of the community.
The focus changed, from vanity KPIs to performance KPIs like Data Base quantity and quality, visits, LTV, return&retention and MAU.
All the content created contributed to these KPIs and increased the feeling of community, by generating relevant content.
Our collaboration started with us developing a strategy that would help CEETRUS reach their objectives and suit all their different sized commercial centers. The brand strategy was completed by content strategy and planning as well as implementing. We managed to help them achieve clarity and unity in their communication efforts as well as consistency. Each commercial center has its own website and its own Facebook page, acting as a pillar of the community while being a part of a national retail transformation effort.

 

Deliverables:

Digital branding strategy
Approach, Tactics, actions & KPIs
Yearly, Monthly and weekly content strategy, planning & creation
Online brand consultancy
Social Media strategy and content
21 Facebook pages + 1 Instagram account
20 websites
8 newsletters
21 Google business pages

 

Who’s behind the project:

Claudiu Jojatu, Cristina Tupita, Irina Botnari

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

 

The Coalition for Commerce and Communication Freedom

 

Client: Daescu Bortun Olteanu PR Agency for British American Tobacco Romania, Japan Tobacco International and Philip Morris International.

 

Project: Branding.

 

Challenge:

Due to legislation changes, British American Tobacco Romania, Japan Tobacco International and Philip Morris International as well as other companies who produce and sell tobacco products felt the need to create a brand under which to form a united front in their relationship with the local authorities.

 

Solution:

We created a logo that can best represent the three companies without being highly explicit. The CLCC logo stands for The Coalition for Commerce and Communication Freedom. It borrows visual elements from the three main tobacco companies and it sends a clear message: we are united for our freedom.

 

Deliverables:

Branding consultancy

Logo

 

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Alege Asumat | Branding for British American Tobacco

 

Client: Daescu Bortun Olteanu PR Agency for British American Tobacco Romania.

 

Project: Branding, logo design, identity system, creative campaign materials.

 

Challenge:

British American Tobacco created a branch dedicated to developing local social and commercial responsibility projects. However, they wanted an identity under which to run all their programs as opposed to creating a new logo for each future project.

 

Solution:

The vast rage of their future projects inspired us to create a modular logo that can be used across the brand’s platforms. The main logo features the brand’s icon reimagined as an integrated part that fuses with the type. The typography is clean and simple and allows for different lengths depending on the project’s name.

The identity system features color coding for each type of project, chosen according to importance and typology. For example, commercial projects feature the color red as they are high impact endeavors. While environmental projects featured the color green that is standard color coding for environmental endeavors.

 

Deliverables:

Branding consultancy

Logo design

Identity system

 

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Activist 24/7 Social Project by CeRe

 

Client: CeRe: Resource Center for Public Participation for Activist 24/7 platform.

 

Project: Digital branding & website concept, design and implementation for Activist 24/7.

Activist 24/7 is a platform developed by the NGO CeRe (Resources Center for Public Participation). To have an impact in any public participation or in any protest the key is in the numbers: As many people as possible to gather and protest. Activist24/7 aims to put together the causes, NGOs and people who want to get involved in the activist life.

 

Challenge:

Make Activist24/7 a place that brings people together for the common goal of changing the society we live in and make volunteering as accessible as possible for everybody.

 

Solution:

We created a strong brand positioning and a logo design that is easy to understand. By using the shield shaped letter “A” we aimed to empower volunteers and other NGO’s to get involved and fight for their rights.

The logo was designed as simple as possible in order for anybody to be able to print it, paint it or use it as a stencil to make a statement.

To enable as many people as possible and help everybody to interact with the platform, we simplified the homepage by having only 2 options: “I want to volunteer” & “I need volunteers”. This way anybody could use it, simple and fast, regardless the demographics and digital skills.

Our focus was to help people achieve their purpose and make a difference in the local society. Easy, fast, empowering and easy to use. Because not everybody has good digital skills, but almost everybody wants to get involved in local issues.

 

Deliverables:

Project audit

Branding (strategy, positioning, logo design & identity design)

Platform strategy and technical specs

UX, UI & WordPress implementation

 

Who’s behind the project:

Claudiu Jojatu

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Romanian Time Attack Challenge

 

Client: ROTAC is the first time attack championship in Romania.

 

Project: Digital communication strategy.

 

Challenge:

At that moment this type of motorsport had very low awareness and people had the wrong idea about the costs involved. It was seen as a very elitist, dangerous and expensive sport. We had to change that.

 

Solution:

We defined the objectives based on 4 pillars: Increasing the community and brand awareness for the time attack motorsport discipline, bringing in new fans and drivers, attracting partners and sponsors, educating passionate people.

We made the switch in terms of communication from „racers” to „Event and experience designers”. It is not just a race, but an experience and a hub where you spend time with your friends and peers and you get to practice your passion in a safe, fair-play and affordable way.

We designed the strategy to cover the next 3 years, in multi-steps. The first step is to draw attention and create interest (2019) and then to generate desire and action (2020 and 2021).

 

Deliverables:

Brand & business audit

Communication strategy

Brand positioning and communication guidelines

 

Who’s behind the project:

Claudiu Jojatu & Cristina Tupita

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Digital recruitment campaign for mReady

 

Client: mReady, Android and iOS design, development and consultancy company.

 

Project: Digital recruitment campaign & employer branding.

 

Challenge:

50% recruitment, 50% brand awareness. We were asked to help our client find new iOS & Android programmers and gain a better position in the market. Being a rather small company, one of the biggest challenges they have in terms of human resources is attracting better programmers than their main competitors: The big corporations.

 

Solution:

We created the mReady Vitamin, for daily administration at the mReady office. You can order it on a specially created landing page by completing a series of tests, aimed to prescore programmers and increase interest while adding a coolness factor.

The communication campaign was supported by a series of visuals conveying anti-corporation messages and a PR campaign (50+ organic industry mentions and 200+ organic social media mentions). After the campaign the client managed to hire 3 more new colleagues.

  1. The coolest hobby? Overtime. Is this all you can do? Join us.
  2. The best contraception? A job in a big office building. Is this all you can do? Join us.
  3. The longest city-break? The weekend at the office. Is this all you can do? Join us.
  4. The fanciest fashion accessory? The badge. Is this all you can do? Join us.
  5. The most trending resort? Pipera (the biggest center in Bucharest). Is this all you can do? Join us.

The campaign was nominated for best Special Campaign @Webstock Awards

 

Deliverables:

Campaign concept and implementation (copy + art)

Campaign Landing page

Supporting materials

PR & Communication campaign

 

Who’s behind the project:

Claudiu Jojatu as Digital Consultant

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Bucharest International Film Festival, 10th edition

 

Client: Bucharest International Film Festival

 

Project: Branding, identity system, creative campaign for the 10th edition and web design & implementation.

 

Challenge:

Bucharest International Film Festival is one of the biggest film festivals in Romania, under the patronage of His Royal Highness Price Duda. It reached its 10th edition and needed a new identity, a new website and a creative concept worthy of a jubilee edition. They needed something that was both creative and mild. The brand is forward, but elegant at the same time.

 

Solution:

We updated the festival symbol to a newer and a timeless form that Bucharest International Film Festival could use for years to come. After finishing the rebranding, we designed the creative concept which revolves around the insight that BIFF puts Romanian Film Industry on the world wide map. We used the most recognisable symbols of the world for the visual side of the project and played with an angle often seen on movies: a glimpse of an important monument through the strands of hair of a woman.

 

Deliverables:

Branding, Identity & Brand strategy

Creative communication design

Campaign concept and implementation

Sponsorship & marketing consultancy

Functional & technical specs

UX & UI Design and WordPress development

Project Management

 

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

Bucharest Gaming Week

 

Client: Daescu Bortun Olteanu PR Agency for Bucharest Gaming Week – the biggest Gaming Festivals in Romania.

 

Project: Branding, identity system, creative campaign for the launch and for the first edition’s visual communication and web design & web development for the promo website.

 

Challenge:

Bucharest Gaming Week is a new gaming festival in Bucharest. It needed naming, branding, brand strategy, campaign concept and implementation, website and other special materials.

 

Solution:

The whole process started with the branding. The key element was the Romanian game development industry and we wanted to show our appreciation to them. There are some which made it big. That’s why we took a letter from the most important games developed in Romania and mixed them together into the logo. we did this as a visual tribute for those who put Romania on the map of the international game development industry.

The campaign visuals revolved around the most important landmarks in Bucharest, designed in a Noir Graphic Novel style. The visual design was implemented for both online and offline usage. From posters, OOH and banners to online, website and special projects around the festival.

We also designed a 20 meter long and 2 meter high banner showing the Romanian game development industry’s timeline and development.

 

Deliverables:

Digital branding & Brand strategy

Creative communication design

Romanian Game Development timeline

Functional & technical specs

UX & UI Design

WordPress development

Project Management

 

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

StopContrabanda.ro for British American Tobacco

 

Client: Daescu Bortun Olteanu PR Agency for British American Tobacco Romania.

 

Project: Branding, identity system and web design & web development for StopContrabanda.ro.

 

Challenge:

British American Tobacco wanted to increase awareness about the risks associated with the tobacco contraband in Romania, especially since Romania is one of the border countries of the European Union.

 

Solution:

We created the visual language & designed the digital branding & brand strategy of “Stop Contraband” powered by British American Tobacco (“Stop the contraband”), together with the stopcontrabanda.ro platform. Here is where people interested in the subject can see in real time the quantity of cigarettes, transports and money trafficked inside Romania and the impact they have on all areas. They can also do more research on the subject thanks to the available resources. The ecosystem was developed in close collaboration with the client. The campaigns aims to educate and eventually lead to prevention of tobacco contraband altogether.

 

Deliverables:

Digital Branding & Brand strategy

Platform strategy

Functional & technical specs

UX & UI Design

Project Management

 

Who’s behind the project:

Claudiu Jojatu as Digital Strategy Consultant

Cristina Tupita as Head of Creative

PQB Romania as technology consultant and developer

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.

#PeBune? Campaign for Motivation Foundation

 

Client: The Motivation Foundation fights daily for the rights of disabled people.

 

Project: Awareness campaign.

 

Challenge:

In Romania many drivers take advantage of disability parking spaces. This means that the actual disabled people have to park somewhere else. And it’s usually far away from where they need to be.

 

Solution:

We created the hashtag #PEBUNE? (#ForReal?) for Motivation Foundation. We asked people if they really-really need that place. Because disabled people don’t want it, but they need it.

The campaign went viral fast. People responded well to the tone and approach of the campaign and a lot of retailers and businesses joined the movement: IKEA, Mega Image, Mega Mall, Coresi and many many more. Thanks to them and their clients, the campaign spread like wildfire in social media. Soon after the start of the campaign, disability parking spaces bearing the campaign visuals were empty once more and awaiting those that really need them.

The estimated reach of the campaign is 1.5 million people with 750 EUR budget invested.

 

Deliverables:

Campaign concept

Communication strategy

 

Who’s behind the project:

Claudiu Jojatu as part of the volunteering team working with Motivation Foundation

 

If you want to work with us on a similar project, contact us and we will get back to you as soon as possible.