{"id":13405,"date":"2023-02-11T17:47:55","date_gmt":"2023-02-11T15:47:55","guid":{"rendered":"https:\/\/tomorrowbranding.ro\/?page_id=13405"},"modified":"2025-05-22T08:18:29","modified_gmt":"2025-05-22T06:18:29","slug":"up-romania-corporate-brand","status":"publish","type":"page","link":"https:\/\/tomorrowbranding.ro\/en\/up-romania-corporate-brand\/","title":{"rendered":"Up Romania corporate brand"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;6&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; row_name=&#8221;we&#8221; uncode_shortcode_id=&#8221;162345&#8243;][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;0&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_separator sep_color=&#8221;&#8221; uncode_shortcode_id=&#8221;209488&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;883918&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_icon icon=&#8221;fa fa-arrow-down2&#8243; link=&#8221;|||&#8221;][\/vc_icon][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;left&#8221; gutter_size=&#8221;2&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; align_medium=&#8221;align_left_tablet&#8221; medium_width=&#8221;0&#8243; align_mobile=&#8221;align_left_mobile&#8221; mobile_width=&#8221;0&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;200&#8243; width=&#8221;2\/3&#8243; uncode_shortcode_id=&#8221;140875&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_column_text uncode_shortcode_id=&#8221;131038&#8243;]UP ROMANIA[\/vc_column_text][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_size=&#8221;fontsize-992081&#8243; uncode_shortcode_id=&#8221;163472&#8243;]Opening Up <span style=\"font-family: tb-outline;\">life experiences<\/span>[\/vc_custom_heading][vc_empty_space empty_h=&#8221;1&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;2&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;435164&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;14297&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;145558&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_name=&#8221;servicii&#8221; uncode_shortcode_id=&#8221;139818&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_separator sep_color=&#8221;color-uydo&#8221;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_name=&#8221;servicii&#8221; uncode_shortcode_id=&#8221;211716&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; sticky=&#8221;yes&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;656585&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_icon icon=&#8221;fa fa-arrow-down2&#8243; link=&#8221;|||&#8221; uncode_shortcode_id=&#8221;113425&#8243;][\/vc_icon][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; sticky=&#8221;yes&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;162570&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_column_text uncode_shortcode_id=&#8221;794702&#8243;]ABOUT PROJECT[\/vc_column_text][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;196171&#8243;]We helped Up Romania in the process of discovering, defining, and launching a new corporate brand and a new brand positioning that is aligned with the current business landscape and tailored to new business directions.[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;105001&#8243;]After collaborating for several years in locating and launching new brands, and in response to changes and the integration of new products, we worked alongside Up Romania to align the brand&#8217;s positioning with the latest trends and changes in the company&#8217;s business environment.<\/p>\n<p>We have incorporated the opportunities presented by Up&#8217;s financial products, as well as the brand&#8217;s commitment to continuous innovation, into a new core brand: &#8220;Open Up&#8221;. The new brand positioning is now centered around &#8220;Opening Up life experiences&#8221;. Given the diversity of the products and their applications, it was necessary to expand the positioning in three directions: &#8220;Opening Up life experiences&#8221;, &#8220;Opening Up business experiences&#8221;, and &#8220;Opening Up personal experiences&#8221;. This effectively covers the entire range of financial products offered.<\/p>\n<p>To symbolize the brand&#8217;s commitment to opening experiences, the logo has been expanded into an open cube, representing the integration of all that Up represents.[\/vc_column_text][vc_row_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;2&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;803844&#8243;][vc_column_text uncode_shortcode_id=&#8221;893506&#8243;]<\/p>\n<h6>INDUSTRY<\/h6>\n<p>[\/vc_column_text][vc_column_text uncode_shortcode_id=&#8221;326012&#8243;]Financial products[\/vc_column_text][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;2&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;604582&#8243;][vc_column_text uncode_shortcode_id=&#8221;439884&#8243;]<\/p>\n<h6>SERVICES<\/h6>\n<p>[\/vc_column_text][vc_column_text uncode_shortcode_id=&#8221;143556&#8243;]Brand strategy<br \/>\nBrand positioning<br \/>\nVerbal identity<br \/>\nBrand identity<br \/>\nMotion<br \/>\nDigital design[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;3&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;209307&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;13700&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;204695&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;13703&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;515796&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;6&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;2&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;752948&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; 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medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_separator sep_color=&#8221;color-uydo&#8221;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_name=&#8221;servicii&#8221; uncode_shortcode_id=&#8221;685793&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; sticky=&#8221;yes&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;656585&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_icon icon=&#8221;fa fa-arrow-down2&#8243; link=&#8221;|||&#8221; uncode_shortcode_id=&#8221;113425&#8243;][\/vc_icon][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;771779&#8243;]Brand implementation[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;497619&#8243;]The visual identity created by opening the Up logo is dynamic and versatile, managing to integrate into all communication needs. The opening Up cube becomes the central element that integrates, shows, covers, discovers, offers and innovates, just like Up products.<\/p>\n<p>The brand is built unitarily from the company to the products and from online to offline, showing dynamism and diversity.[\/vc_column_text][vc_empty_space empty_h=&#8221;3&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;2&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;192652&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;13718&#8243; 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link=&#8221;|||&#8221; uncode_shortcode_id=&#8221;113425&#8243;][\/vc_icon][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;141862&#8243;]An brand univers based of illustrations[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;143480&#8243;]To create a consistent brand personality across all scenarios, we developed a collection of custom illustrations derived from the existing elements and key points of recognition. 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It is modern, simple, and clean, embodying the symbolism of the Up logo through subtle serifs that add a touch of uniqueness and personality to the brand.[\/vc_column_text][vc_empty_space empty_h=&#8221;3&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;2&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;121741&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;13837&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;110709&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; 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uncode_shortcode_id=&#8221;656585&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_icon icon=&#8221;fa fa-arrow-down2&#8243; link=&#8221;|||&#8221; uncode_shortcode_id=&#8221;113425&#8243;][\/vc_icon][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; uncode_shortcode_id=&#8221;479267&#8243;]Work experiences design[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;751829&#8243;]The comprehensive brand implementation also included the design of the office space. We developed a flexible system of elements inspired by the concept of cubes and openness, creating an atmosphere that generates recognition, assistance, motivation, and guidance. The office design aligns seamlessly with the brand&#8217;s spirit.<\/p>\n<p>We created room and zone names derived from the core brand, enhancing them with relevant illustrations and brandscapes specific to each area. 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