Enache Pirtea & Asociatii
Madalin Enache
Senior Partner
How did you end up rebranding with INOVEO?
I opposed it, to be very clear. I didn’t see the need for it. It didn’t seem like a priority to me. But that’s usually how it goes with these kinds of services you engage in at some point… out of a whim, out of a suspicion. Instead, what we did when we chose you, apart from obviously checking you out, was to search for references ourselves, trying to find online information about you beyond what you present, because obviously, you’re people who sell image and therefore know how to present yourselves. I had no doubt that what we found about you would look very good. In fact, the choice was a bit different. We didn’t initiate this process; rather, the process came to us. And from our shared knowledge and your previous projects came the realization: “Wow, these are great people, look at the great things they’ve done for us.” And an idea was born. We kind of had it in mind, but, caught up in the whirlwind of daily events and office tasks, we didn’t think much about it. And then this idea came. “Here, okay, we found this opportunity. It seems like they could be the ones to help us take this step in the direction we want.”
What was the rebranding process like with INOVEO?
Completely different. Completely. I don’t want to say anything wrong, but completely different and obviously professional. The first time was an attempt to change our approach to our image, and we didn’t even complete the process. We settled at that time for a logo, for an idea of an image, but without truly delving into who we are, how we are, we… well, we were less ourselves at that time. And we stopped there. Then some stationeries, and that was it. On the other hand, the process with you was completely different, meaning that it involved the whole team, and it wasn’t a process where we assumed from the beginning that it’s only us, the three partners, who should decide. The company’s image should represent all the lawyers in our firm, because it turned out that each of us had slightly different ideas. In the end, we had the same ideas, just the form, or let’s say, the manifestation, was different. But it was important for us to validate how we came together as people, as types. Because beyond choosing people, and inevitably you choose people with whom you enjoy spending more than half of your life during that period, it’s still important for there to be something that represents all of us. This company, even though it has a name that represents the partners, because that’s the legal norm and that’s it, and we avoided a major stress of choosing a name, which is very important, it would have been a whole discussion here, but probably that’s why they said, “Oh, let it be with their names, and associates, and partners,” or those are the options. Beyond that, the Associates part is very important for us. Regardless of what comes before that “and,” it was important, and that’s why we did this exercise, which was an exercise in team building, if you will, and in getting to know ourselves as an exceptional team. And if that was all it was, I would have been very happy. But it was much more than that because it made us realize what represents us. Because we talk, we joke, we’re serious from time to time in different endeavors, but at some point, all this play leads to something very concrete and tangible. And we embarked on it relatively lightly, but we realized some results that amazed me, both in their concreteness and in the similarities between us and the differences that I would never have thought of, compared to one of my colleagues. It was truly a fantastic exercise, I mean, even if, you know, as I said, as a team-building exercise, it’s absolutely brilliant.
A little secret you can reveal to us?
I told Simona, “I hope after talking to these people, we don’t end up with a pink logo.” Insight joke, our logo is a salmon among others. And you see, speaking of Yoda, it’s really cool. I mean, you convinced me beyond what I would have believed I didn’t want. And that means, on the one hand, a partnership between us so that what we discuss makes sense but also the acceptance of each of our peculiarities or advice. And here’s the result.
