Electromontaj – branding, visual identity, website redesign
Electromontaj is the company that “electrified Romania.” Founded in 1949, its role was to build high-voltage power lines and substations throughout Romania.
In 2020, the company embarked on a comprehensive transformation process to increase its competitiveness in global markets. The brand strategy, visual identity, and communication elements were to be aligned with the new vision and shared ambition.
Collaboration with Electromontaj
For us, it was a major undertaking. We had to analyze a legacy built up over more than 70 years of existence. We had to understand a large organization with a specific hierarchical structure and both domestic and international departments. Furthermore, the company’s operations are linked both to Romania and to other countries where it carries out extensive infrastructure construction projects for electricity transmission (South America, the Middle East, etc.).
We also identified a fairly high level of resistance to change, which created a communication barrier during the interviews we conducted with people from various departments and hierarchical levels. We managed to overcome these challenges, and everything moved in the right direction.
The project lasted nearly a year. By the end of this process, we had succeeded in transforming the organization created to “electrify Romania” into an organization with global aspirations, greater openness, and a vision of participating in the creation of a sustainable future based on electricity. This step was also one of liberation for the organization; the company was no longer confined to the paradigm established at its inception—“the electrification of Romania”—and succeeded in breaking free, even ideologically, from this geographical limitation, even though projects had already been carried out abroad before the 1990s.
The visual identity and communication elements (website, social media) follow the guidelines established in the brand strategy.
