Ludan ENGINEERING – Branding for an engineering company: a transformation designed to highlight the team
Romania excels in many fields, yet this is not always visible to the general public. Engineering is one of the domains where Romania has extremely well-prepared people and companies that truly stand out. After all, how could technological progress in the industrial world exist without such people and such teams?
Ludan Engineering s one of these companies. Founded in 1997 and part of a global group, it excels in engineering across diverse sectors—from nuclear and oil & gas to renewable energy and sustainability. With a large team of over 120 engineers and specialists, an impressive portfolio of major projects, and more than 27 years of experience, this organization is a true reference point in the industry.
The transformation
The need that initiated the Ludan team’s effort was to have a stronger, more current image—one that could better express the team’s spirit, support recruitment, and be more attractive to potential clients at first contact.
In essence, the desire was for a transformation, not merely a change of visual identity. We quickly reached this shared understanding and started a 4-step process: brand strategy (including the audit), visual identity, website and social media reconstruction (three channels in Ludan’s case), and the launch of new communication activities on social media.
Brand strategy – the people
In this first stage, we aimed to truly understand the people inside the organization — because they are the organization. The transformation is about them; they carry the message forward, through their voices and, especially, through their actions.
We organized a series of workshops, interviews, group discussions, and a questionnaire-based research process. We brought together a working group to identify the elements that define the organization today, to shape the transformation, and to validate the key characteristics of the team. Who are we? What do we do? Why do we exist? How do we create value? How do we reach our vision? We discussed brand personality and outlined a plan for spreading these insights throughout the organization. This stage took the longest—several months—in which the most important voices in the organization were truly heard. We built a shared sense of change and consolidation at an organizational level.
The result: DARE FORWARD
Today, Ludan ENGINEERING stands under the guiding call DARE FORWARD. This message reflects perfectly the way this group of people exists and operates.
It is a powerful and continuous motivation for the team, and also a source of inspiration for clients and business partners. It speaks about the desire to innovate, to improve, and to take on projects that bring positive transformation. It is the element that gives strength to every action, big or small, at every stage of a project.
It is also an invitation to the regional business environment—an inner and outer calling for partners, clients, institutions, collaborators, and all stakeholders.
Visual identity
The team’s wish was not to create a revolution, but to preserve elements from the previous identity. We therefore kept graphical components of the old logo, redesigned the proportions, and changed the color scheme to support the unifying message dare forward. Noile layout-uri sunt îndrăznețe, vibrante, și conectează zona de inginerie grea cu energia brandului.
Website
The website is today an essential communication tool for Ludan Engineering. Its priorities are: brand consolidation and recruitment. Lead generation is a secondary objective, but one we manage carefully through the HubSpot integration.
There is less to say and more to see here.
- Does it successfully communicate who Ludan Engineering is?
- Is this visible and clear?
- Does it highlight the team, its achievements, and, most importantly, the dare forward concept?
Social Media communication
The SM channels—Facebook and LinkedIn—also received the new visual identity and brand elements. The new posts carry the imprint of the transformation.
What is next?
The project continues; the transformation has only passed its initial stages. We will be able to say it is complete when the overall expression of the group fully reflects what we have defined in the brand identity—and when everything a potential client or partner reads on the website or on LinkedIn is completely aligned with the real interaction they have with any member of the Ludan Engineering team.
In closing
For Toud, this was a truly meaningful journey—one from which we learned enormously. We felt both the joy and the responsibility of working for a large company that is part of a global group. The results we achieved, supported and shaped together with the working group, seem to express the team’s vibration, emotion, and identity very well, harmonizing beautifully with the people who bring it to life.
