KAEFER Shipbuilding Contracting had been operating since 2009 as a subsidiary of the German KAEFER group, primarily active in shipbuilding and offshore construction. In 2023, following the KAEFER group's withdrawal from Romania, the company was taken over by the person who had led it since its inception and was renamed Francu Romania. It joined the other business entities in the Romanian entrepreneur's portfolio to form the Francu group, undergoing a significant rebranding process.
Stepping out from under the umbrella of a globally recognized name like KAEFER and building a strong reputation for Francu Romania and the entire Francu group required the creation of a new brand architecture and identity. These needed to support the business in communicating with its current and future partners and clients, as well as consolidating its presence in the two target industries: shipbuilding and energy.
Following discussions with the Francu management team, we defined the pillars of the brand's strategic narrative and crafted the messages to announce the change and the new business vision to external stakeholders. We also explored various scenarios for constructing the brand architecture, based on the current organization and future direction of the business.
For the logo design, we aimed to capture the company's defining attributes: technical capability, safety, and execution efficiency. The symbol, created from the combination of adaptable and precise graphic forms, grows horizontally, suggesting progress while also evoking the image of ocean waves. From the overall composition, the initial "F" for Francu emerges, and the colors anchor the brand in the visual universe of the shipbuilding industry, inspired by the sea’s different shades at various times of day. The font chosen for the wordmark is part of the TT Autonomous family, standing out for its imposing, technological character, evoking the strength and expertise of the company in its field.
Given the need to quickly transition to the new identity, and to ensure consistency in brand communication development, we explored the visual style across different design templates, from administrative materials and equipment to brochures and business presentations.
The new identity was also reflected in the web design, incorporating layout and color elements, imagery, and iconographic style. The result was a modern presentation website with a clear structure, built on a custom Umbraco development platform that allows intuitive content management.
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