Summary: The former CEO of HP in Romania, Andrei Romanescu, found his new calling in 2015 – mentoring – and reached out to us to build a positioning and an identity for his new business. All of Andrei’s potential clients are ambitious people who want to overcome their boundaries and perform better. That is why we chose the racing metaphor – the finish line, more specifically – and built the entire brand ecosystem around it, from slogan to logo and visual territory.
In Romania, mentoring is generally less prevalent than coaching, as the first generations of post-communist era leaders have only completed all leadership development stages in the past 5-10 years. Beside charisma and strong leadership experience, a mentor should have a professional background in a field that is relevant to the apprentice.
Former CEO of HP in Romania, Andrei Romanescu found his new calling last year – mentoring – and reached out to us to build a positioning and an identity for his new business. While Andrei understood the importance of marketing for a service that was not a vital necessity for most, he also knew his budget would not be able to cover an aggressive marketing campaign.
All of Andrei’s potential clients are ambitious people who want to overcome their boundaries and perform better. That is why we chose the racing metaphor – the finish line, more specifically – and built the entire brand ecosystem around it, from slogan to logo and visual territory.
As Andrei’s business could not invest big money in its launch, we created a few posters which he could offer as conversation starters to potential clients in big companies. Once on the wall, these posters would then become hooks for other potential clients who passed by them.
Andrei says the journey he took with us helped him understand how branding works as a business management tool:
Storience made my life easier from the first work session, when they asked me the right questions to help me get over the roadblock of ‘you don’t know what you don’t know’. They were able to extract the essence from the information I provided about what I wanted from my business, and made it crisp and to the point, as well as easily understandable for clients. When we got to the visual work, I was pleasantly surprised by how well they conveyed the ”performance” message in the logo and the visuals. I received great feedback from everyone!
The website we created for the brand – www.romanescu.com – is responsive and interactive. It hosts a ”Learn” page where curious minds are invited to ask themselves tough questions. Should you be one of those minds who wants to get some answers, Andrei has the first meeting in store for you, free. Go get it!
