the Syndicate’s signature on TRUST’s rebranding

the Syndicate won the pitch organized by TRUST Euro Therm for the process of rebranding and communication strategy.

TRUST is present on the market since 1993 and is an important national player on the field of thermal and ventilation instalation distribution.

The process of choosing the agency lasted 3 months and well-known ad agencies participated in the pitch.

the Syndicate approach consisted in analyzing the category in which TRUST activates and in proposing solutions for an efficient communication and positioning. The agency’s experience with clients from the technical field and the understanding of this field represent a solid foundation of a quality partnership with a new won client. The Syndicate proves, once more, creativity and maturity in approaching the client’s business.

Building a new brand identity based on the agency’s Before the Line – After the line approach, the Syndicate believes in the vertical line that separates the moment of memorizing the brand from the moment of choosing the brand.

In the Before the Line approach, the conventions of TRUST’s field of activity were kept in mind. The Syndicate made research and held interviews with specialists, builders, plumbers and architects, to outline and verify the identity of the new brand. So, for the new brand identity, it was chosen a descriptor that would underline TRUST’s positioning: “Expert in thermal and ventilation solutions” and outline the positioning according to the brand’s values: quality, comfort, safety.

The distinctive graphic elements of the brand that were built by the Syndicate are the flame and the snow flake, symbolizing TRUST’s thermal and ventilation solutions. The 2 elements are integrated equally in one circle, having a chromatic and a structure that combine harmoniously in order to create a courageous, modern and memorable symbol.

The new identity will be found in a visible way on all TRUST’s materials, including the showroom in Piatra Neamt, built by a team of architects that work closely with the Syndicate agency in order to create a memorable impact.

In the After the Line approach, the Syndicate will launch TRUST locally (Piatra Neamt), through a communication plan that include local print, radio, consumers and specialists activations, in the summer of 2011, in order to announce that TRUST is the expert in thermal and ventilation solutions.

The Syndicate team:
Monica Tarnovean, Executive Director
Razvan Vasiloiu, Strategic Planner
Florin Olingheru, Creative Director
Adriana Bestea, Copywriter

TRUST Euro Therm team:
Marius Filip, marketing coordinator
Catalina Ivanov, marketing analyst