Case Study

RoREN / The advocacy spirit in real estate

Visual identity Branded materials Website design

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Context
Currently, the real estate market in Romania is very dynamic and still offers very high returns, compared to
Western Europe, for instance.

Still, this dynamic amplified by the lack of legislation, generates a host of problems, among which: lack of trust
in the collaboration between real estate agencies, overvalued prices or distrust in the relationships between real
estate agents and their clients. In this context, the Real Estate Exchange (Ro: Bursa de Valori Imobiliare) is a
project that aims to create a code of conduct and collaboration, safe and trusted for all the market players,
firstly, by adapting and implementing an American property listing system.

Challenge
Yet, after 1 year since launch and after a qualitative research study, it became clear that the further develop-
ment of BVI, was pending on the correction of the inappropriate associations the brand had generated and on
the clarification of BVI’s purpose on the market. Thus, BrandTailors was asked to solve these inadequacies.
Moreover, BrandTailors had to take into account an additional challenge: the fact that this brand presented a
model entirely new to the Romanian market.

Solution
The first step was to create a corporate brand platform, which would crystallize the mission and the strategic
direction. The result: the shaping of the real estate market by offering simple, safe and trusted services, all
inside of a community build on the cooperation of real estate agencies, agents and real estate developers.
Further on, BrandTailors had to create a new name for BVI that would eliminate the inappropriate associations
generated by the word “exchange” and, at the same time, be descriptive enough and craft the desired

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associations. So, BVI became Romanian Real Estate Network – a descriptive name, perfectly illustrating the
services the offered.

For the visual identity, BrandTailors chose not to illustrate their core activity – real estate – but the advocacy
spirit that characterizes the Romanian Real Estate Network (RoREN) and the community it is trying to build. As
such, the visual identity was based on a very distilled symbol – the airplane propeller. The chosen color was a
less ubiquitous one in the real estate corporate landscape – red, because it best reflected dynamism and
initiative. The result was a strong graphic identity, as well as a suggestive one – for the community that the
Romanian Real Estate Network (RoREN) is building step by step.

Contribution
Brand strategy and naming - Monica Dumitriu
Graphic concept and development - Adrian Stănculeţ
Project management - Alina Crangă
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in November 2007.

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