Branding
Petrom City
PROJECT DESCRIPTION
Context
Petrom, the largest company in Romania and a member of OMV Group, has initiated an architectural project that will improve business synergies and communication between company employees. Petrom City was to become the headquarters of the company that will reunite 2500 employees, from 8 offices spread all over Bucharest. A building built to the highest architectural standards in Bucharest, the building was designed and built for Petrom employees and the needs of this changing company: communication, flexibility, transparency and ensuring high energy efficiency.
Challenge
Besides becoming the headquarters of the company, Petrom City also had the mission to facilitate the integration of OMV Group Corporate Values within Petrom, an activity that was to begin with relocation. Petrom’s management wanted this transformation of the organization to be done in an environmental branding process, so that space reflects the brand’s values and philosophy, and employees will live the day-to-day experience of the Petrom brand. As a large-scale project, unique in Romania, Petrom has appointed a consortium of Seed Consultants*, Landor Associates and BrandFusion to lead the entire environmental branding project.
Approach
After extensive work sessions, brainstorming and interactive seminars, together with an extensive team of Petrom’s middle & top management, Seed & Landor & BrandFusion translated the three brand values - pioneering, partnership, professionalism – into three creative concepts : “Visionary”, “collaborative” and “inclusive”. Based on these, Petrom City was defined as a campus, and the design concept derived from it was the circle, as a symbol of communication and inclusion, equality and functioning. Petrom City will function as a campus as a professional universe that encourages personal and professional development. Broad, open and transparent spaces encourage interaction and debate, informal dating areas facilitate spontaneity, relaxation areas are an oasis of respiration and proximity, and the training center and library help employees improve their performance. The Seed & Landor & BrandFusion team has created spaces where employees can show their individuality – both at a personal and group / department level. The naming system is derived from the campus concept, the halls and the floors being named after the model of the major European university centers. Landscaping is created in such a way that it invites to dialogue and spontaneity, through the familiar atmosphere created. The project also included the creation of an ingenious building guidance system, the extremely engaging stage for the project team, due to the unusual shape of the building – the infinite – and the identification of the most relevant contact points for the signaling system.
*The name under which our branding agency operated between 2007 and 2015 was Seed Consultants. We are proud of our roots.
The project was developed together with Landor and BrandFusion.
