New brand identity for pastel

Branding, Creativity

The communication agency pastel repositions itself and has a new brand identity, following an ample transformation process which led to changing the business model in the context of a constantly evolving industry.

The promise of the new pastel consists of campaigns equally comprising both the strategic and the creative dimensions, with real results for the clients’ business, as the new logo illustrates the balance between the two. The strategic‑creative ambivalence is also represented by its slogan “The bright touch for your brand”, while the balance between “right” and “bright” is emphasized by the differently colored “b” letter.

The repositioning is supported mainly by the rethinking of the internal workflow. Thus, the communication campaigns made by pastel will benefit the “touch” of the agency specialists and more, simultaneously and from different perspectives.

pastel began in 2006 as an entrepreneurial start‑up that developed beautifully in time. Yet, in 2017, we decided it was a good time to take the business at the next level together with my team. This was the right time for starting an ample project that would help us better understand the market, understand ourselves as a team, identify our place in the market ecosystem, and to build the reshaping strategy of the agency. Because I always wanted to do things completely and by the book, I decided to let the agency be assessed by new eyes, so I’ve had Aliz Kosza by my side during this entire endeavor, as a mentor and strategist. I also benefited from the support of the EBRD (European Bank for Reconstruction and Development), by means of a co-financing”, explains Dana Nae Popa, pastel owner & managing director.

The transformation and repositioning of pastel happened after a 360⁰ diagnosis of the business and a qualitative market research, with companies from various industries, whether or not they were clients of the agency. The study revealed that the brands wish for partners with strategic thinking by their side, ones who deeply understand their business and only then be creative. Considering the market needs, the new company positioning was built starting from its DNA: an equally strategic and creative agency. The process was a lengthy one, which translated internally into the changing of the leadership style, consolidation of teams, implementation of new work processes, as well as the improvement of internal fluxes.

After the repositioning, the brief is no longer the main work tool; instead the focus lies on the business of our clients. In a market seduced by trends, technology, video content, digitalization, vlogging, and events – each more sophisticated than the last and so on, we chose to focus on the strategic needs of the brands and companies we work for as a starting point for the whole thinking process and for the right choice of the communication channels,” adds Dana Nae Popa.

Thus, pastel transforms into a business partner with experience in strategic and creative communication, and the solutions it proposes are made with empathy, long-term vision, passion and ethics – the values that guide the company.

Together with the completion of the rebranding process, pastel relaunches the website, and by the end of the year, the agency is to prepare the launch of new business lines, that would help both the clients and the market.

pastel is a communication agency with a strategic and creative approach, present on the Romanian market for 13 years. It developed over 5,000 campaigns and projects, as well as a portfolio of clients from various areas, such as auto, FMCG, services, industry, B2B, IT, NGO, retail etc. The agency preserves its independence and prides itself with its 100% feminine and local shareholding.

With a team of 30 professionals, the agency currently offers communication services for campaigns that take place in Romania, as well as in the region. Among the clients and the brands the agency works for are Autism Voice, ARC (The Agency for Community Relations), Colgate‑Palmolive Romania & Poland, Group Renault Romania, Jacobs Douwe Egberts, JTI Romania, kika Romania, Maspex, MedLife, Mega Image, Mondelez, Nordic Import Export, PRO BCA, Royal Canin Romania, TCC, Sun Plaza, Uniqa Insurance.