Electromontaj – branding, visual identity, website redesign
Electromontaj is the company that ”electrified Romania”. Founded in 1949, it had the role of building high voltage lines and power stations throughout Romania.
In 2020 the company began an extensive 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 common ambition.
For us, it was an important project. We had to analyze an inheritance accumulated in more than 70 years of existence. We had to understand a large organization with a specific stratification and domestic and international departments. More than that, the company’s activity is related to both Romania and other countries, where it carries out extensive activities for the construction of electricity transmission infrastructure (South America, Middle East, etc.).
We also identified a fairly high resistance to change, hence the communication barrier that we met during the interviews we had with people from different departments and different hierarchical levels. We succeeded to manage these issues and everything went in the right direction.
The project lasted for almost a year. At the end of this process, we managed to transform the organization created to “electrify Romania” into an organization with global aspirations, with greater openness, with the vision of participating in creating a sustainable future based on electric energy. This step was also a release, at the organizational level, the company didn’t remain in the paradigm set at its beginning to “electrify Romania”. It managed to get out ideologically from this geographical limitation, even if before the ’90s there were projects developed abroad.