Rebranding
FINAL DISTRIBUTION

PROJECT DESCRIPTION

Context

Final Distribution, a Prahova company that started its activity as a distributor on the metal tiles market, has in time achieved the performance of becoming the market leader in the metal roof tiles market. Over the years, the company has become the unique importer of premium brands of roofing systems and related accessories for them, managing to raise awareness and portrayal of brands.

Challenge

The company’s communication activities focused especially on product brands, to the detriment of the corporate brand, which was not very visible. This is sometimes confused with the name of the product brands in the portfolio, which damages the image of the company on the construction market. As Final Distribution shareholders were considering expanding their product portfolio, they identified the need for an articulated and consistent brand strategy to help the corporate brand and streamline the communication budgets for each product brand. At the same time, it was necessary to refresh the visual identity of the company brand so as to convey the image of a market leader.

Approach

Starting from a complex corporate brand audit, which included the analysis of the brand’s visual terrain vis-à-vis competitors, discussions with internal and external stakeholders, and understanding of the market as a whole, Seed Consultants^* a new brand architecture and articulate the brand platform. Final Distribution became the master brand that endorsed each product brand, transferring their image capital to the mother brand. Over time, it will gain a notoriety and a premium image, facilitating the introduction of new brands under its umbrella. Together with Final Distribution employees, the Seed team led a series of workshops to conscientize and enlist the brand’s new values, as well as its most important contact points with customers. The new visual identity created by designers Seed translates the essence of the brand’s brand through an aesthetic design that communicates the concept of innovation and leadership. The perfect shape – the square – gives the force of the logo made up of a geometric font, and the violet color differentiates the brand from the rest of the competitors on the market.

^*The name under which our branding agency operated between 2007 and 2015 was Seed Consultants. We are proud of our roots.

Client

FINAL DISTRIBUTION

Sector

Constructions

Services

Analysis and audit

Brand platform

Visual identity

Brand architecture

Brand implementation

DAN MIRCESCU

GENERAL MANAGER

Collaboration with INOVEO began at the end of 2009, when we chose to partner with an enthusiastic and passionate, in love with marketing team that is not afraid to create bold brands.

We decided then that it was time for a refresh of our company brand, Final Distribution. INOVEO were the ones who redefined our identity and brand design. The collaboration was a positive one for the direction of our company, and the services delivered by INOVEO were excellent. The partnership then extended to the product brand, and Novatik is the result of completing our company’s portfolio with a 100% roof top roofing system in Romania. The INOVEO team knew how to create brand identity so our product could resonate with the target market. We warmly recommend INOVEO for working with integrity and professionalism. They knew how to extract the information from us and transposed it into competitive advantages for our brands, which made us different from our competitors. Thanks INOVEO, thank you Dochita!