Francu

The Business Challenge

The exit from under the umbrella of a name with international history and notoriety, such as KAEFER, and the building of a strong reputation for the company Francu Romania and the entire Francu group made it necessary to create a brand architecture and a new identity capable of supporting the business in communicating with its current and future partners and customers, as well as strengthening it in the two targeted industries, naval and energy.

Branding solution

Following the discussions with the Francu management team, we defined the pillars that underlie the strategic narrative of the brand and formulated the messages announcing the change and the new vision for the development of the business towards its external environment. We also explored the different scenarios of building the brand architecture starting from the current organization of the business and the direction to follow in the future.

In the construction of the logo we started from the idea of capturing the technical ability, safety and efficiency in the execution of works as defining attributes of the company Francu. The symbol created from the combination of adaptable, precise graphic shapes grows geometrically horizontally, suggesting evolution and reminding, at the same time, of the sea waves. From the entire composition of the symbol, the initial of the name Francu is formed, and the colors place the brand in the visual universe specific to the naval industry, being inspired by the shades of the sea at different times of the day. The font chosen for wordmark is part of the TT Autonomous family and stands out for its imposing, technological character, evoking the strength and expertise of the company in its field of activity.

Given the need to make the transition to the new identity very quickly, but also out of the desire to ensure coherence in the development of brand communication, we explored the visual style on different design templates, from administrative materials and equipment, to brochures and business presentations.

The new identity was also transferred to the web design level through the elements of layout and color, imaging and iconographic style, resulting in a modern presentation site with a clear structure, based on a custom Umbraco development, which allows intuitive content management.