We worked with INOVEO on branding a probiotic launched on the Romanian market, Impruvis. Having worked in marketing and advertising prior to meeting INOVEO, I thought I had it all planned out and that I could easily supervise the process. It turned out to be easy only because Dochita and her team led the entire process with great professionalism, following our brief and leading us firmly toward the final result. They led us step by step, and helped us discover the best approach with their thoughtfully prepared workshops. They asked us questions, and we eliminated dead-end routes right away and focused on the true essence. Our meetings helped us crystallize the most appropriate image and messaging for our new brand. The chosen idea was number 1 for all of us. A special aside regarding Impruvis: from our point of view, it is the perfect name being easy to pronounce in Romanian, yet sounds international, and it directs your chain of thought to ‘improving’ and being better, which is great.