An agile branding solution
KAEFER Shipbuilding Contracting has been operating since 2009 as a subsidiary of the German KAEFER group, predominantly engaged in naval and offshore construction. In 2023, it was rebranded as Francu Romania following its acquisition by businessman Cătălin Frâncu, Associate and CEO since its establishment.
After KAEFER's withdrawal from Romania and the necessary legal changes related to it, Francu Romania will continue to execute projects alongside the German group, both locally and internationally, and it will be referred to as a preferred supplier. Simultaneously, the company joined other entities in the business portfolio owned by Cătălin Frâncu to form the Francu group.
No longer being under the umbrella of a name with international history and presence such as KAEFER and building a strong reputation for Francu Romania and the entire Francu group required the creation of a brand architecture and a new identity capable of supporting the business in communication with its current and future partners and clients. This was a crucial step in consolidating its position in the two targeted industries, naval and energy.
Following discussions with the Francu management team, we defined the pillars underlying the strategic brand narrative and formulated the messages announcing the change and the new business development vision to its external environment. Additionally, we explored various scenarios for constructing the brand architecture based on the current organization of the business and the future direction.
In the logo construction we started with the idea of capturing the technical capability, safety, and efficiency in project execution as defining attributes of the Francu company. The symbol, created from the combination of adaptable and precise graphic shapes, grows geometrically horizontally, suggesting continuous evolution and subtly recalling the waves. The entire composition of the symbol forms the initial of the Francu name, while the colors position the brand in the specific visual universe of the naval industry, drawing inspiration from the hues of the sea at different times of the day. The font we chose for the wordmark belongs to the TT Autonomous family, standing out with its imposing, technological character, evoking the strength and expertise of the company in its field of activity.
Given the need for a rapid transition to the new identity and the desire to ensure coherence in brand communication development, we explored the visual style across different design templates, from administrative materials and equipment to business presentations.
The newly developed identity was translated into web design through layout and color elements, imagery, and iconographic style, resulting in a modern presentation website with a clear structure based on custom Umbraco development, allowing intuitive content administration.
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