The Romanian strategy and brand creative manifestation agency Rusu+Bortun Brand Growers finalized Trutzi’s rebranding, a Romanian company launched in 2007, importer and iron producer that has the leader position on the local market.
I’ve met Trutzi’s representatives during a workshop I held for the entrepreneurs in Moldova. I was beautifully surprised by the leader’s entrepreneurial vision and the desire to learn. I have an affinity for the Bucovina area and I was glad to be able to tell a successful story that was born in Suceava and extended in the whole country
Offering to the company a new identity to reflect the business values accumulated during its 12 years of activity and to transmit its expertise to the clients was a decision that came following a well thought business strategy by the business’ founders, who felt the need to communicating better also externally.
We took a natural step and one through which we consider that any company that has evolved exponentially in a relatively short period of time and that has extended internally and externally should pass. We want to innovate, to offer quality and trust and all this process implies also the creation of a better defined identity
General Manager Trutzi
Therefore, the main purpose of Trutzi’s representatives became increasing brand’s awareness and conveying a better understanding of the brand’s heritage and its functionality.
The fact that the name is one somewhat foreign to the activity and the companies’ Romanian names represented a disadvantage for the company. We want to continue to be the number one presence in the clients’ minds that need wrought iron – gates, fences, railings, metallic balconies. Trutzi is a company with complex products and services, well defined, and we want to be perceived as such
Trutzi’s business grew constantly during the years, its awareness as well, and we met at the right time when the story behind the brand needed to be known. The client felt that a more sustained band presence, besides the name,was needed, through a philosophy that should be clear to the clients, either they are craftsmen or individuals
brand consultant and partner Rusu+Bortun Brand Growers.
The process to build brand’s identity started with a vast internal and external audit (employees, partners, clients, competitions, re-sellers) that took almost two months. Based on the report’s conclusions, agency’s representatives created the brand strategy summed up in the brand’s promise: iron craftsmen and, followed by, the brand’s logo.
Therefore, as central visual was chosen the T letter that comes as a symbol for the brand, positioning it in the corporate area, the leader of the category. The T is designed has a gate that opens and the word-mark brings balance to the whole construct. This symbol is highlighted by all the brand’s materials. The brand has an assumed, strong, masculine tone, fed by the people’s energy that work in the factory and the entrepreneur’s energy.
We started this project with the declared intention of building a Romanian, strong brand, in a category that is at first glance less appealing category and we discovered an authentic story from a successful entrepreneur and solid business values. We believe that Trutzi can become an important Romanian brand: active in communication, involved in the local community and with a significant business share oriented towards the market of the end consumer
The project team was composed of Ciprian Nutu – General Manager and Camelia Iordache – Developing Department Coordinator, from Trutzi, and Alina Tudose, Catalin Rusu, Razvan Chifu and Anca Uscatescu representing Rusu+Bortun Brand Growers.
Rusu+Borțun was launched in 2008 and is an agency that integrates strategy, design and brand creative manifestation, through Brand Growers, and digital communication through Cyber Growers.