The story starts with the dream of two advertising people that wanted, beyond creativty, to develop efficient communication programmes, that would generate value for their customers’ business.
In 2004, Beatrice and Janos began the journey with a decade of advertising experience and set the foundation of the brand consultancy company, BrandTailors, developing mainly strategy and brand design projects. The successful projects in the coming years turned BrandTailors into a notable company, attracting talented people, each having a distinct yet exceptional personality.
“The interaction of our team brought to life an original culture, based on the variety of personal perspectives doubled up by a common attitude; all our employees share the desire to become personally involved in the projects that we develop, bringing to the team the passions and beliefs of their personal lives” - Beatrice
Thus, the current BrandTailors identity was born, each member contributing to its development. The logotype is made up of elements that are unique to each person, so that the logotype came to represent the entire team. ” It all started one night when we wrote each letter of the name BrandTailors on a post-it, put them all in a glass jar and each one of us picked one…afterwards, as a sign our personal involvement, we handwrote the chosen letter. The letters were put toghether in a logotype which may appear coherent but bears the personal mark of very different people” - Janos
As proof of how personal contribution is appreciated, each letter became the personal signature on all documents that each of our team members uses. “We, at BrandTailors, really take literally the meaning of , in a sense that our stationery bears the mark of the person using it but also of the team, not just the mark of the company” - Janos
The identity buliding process was taken yet a step further. To reflect the passions of each employee, the same letters became symbols which define the uniqueness of each one of us.
Cornelia
For me, the youngest of BrandTailors’ team, this exercise represents my actual state of mind: the joy of exploring, of discovery, of learning and gaining experience. The colors reflect the emotions that I have every day spent in this office: joy, seriousness, rigour, emotion and enthusiasm. My “B” is a metaphore of everything I’ve been feeling since I joined this team.
Alina
For me, perfection is in the details. My purpose in my work life at BrandTailors is that of unifying all the elements of a project and synthetizing them into a perfect shape before being launched to the public. For this reason, my letter is made of two accessories the perfect an outfit: the umbrella for women and the tie for men.
Diana
Even if the society imposes limits on our behaviour – to act our age, I choose to see things with the curiosity and innocence of a child. In this way, I permanently find resouces to see the good side of all things. And because any creative person needs a muse, I chose a fluffly toy cow, named Muza. So my “A” became Muza.
Laura
For me, the press is the expression of liberty of speech and truth prevalence. I couldn’t imagine one day of my life without access to information. Through the belief that accuracy of information resides in the multitude of sources, the letter “N” took the shape of a collage of newspapers. Although the online medium gains more and more relevance in my professional activity, I remain loyal to the printed letter due to the fascination that after all these years, the smell of fresh ink on paper still exerts on me.
Melania
I come from a family in which the craftsmanship was handed over form one generation to another. Hand stitching is one of the valuable things that I’ve learned from my mother and I have the certainty that if I weren’t a graphic designer, I would’ve become one of the few people that still practice the art of the traditional Romanian costume. Thus, my “D” was born – through hand stiching.
Mihai
From my son I learned that any thing can be transformed into a character that lives a life of its own, free of what its creator meant for it. For me, the “T” that I created is a character which – although unconventional – has its place in BrandTailors’ identity and will have the meaning that those seeing it will ascribe.
Dana
The letter “A” was created out of the two basic elements of my profession: I believe that rigour is best illustrated by the personal notebook, while perfection is expressed through the eraser, as the symbol of returning to the things you’ve made and change them once more, in order to become perfect.
Janos
After so many years of design experience, I can state that I am defined by simple and clean executions that have a clear idea behind. I placed the focus in my letter on the character’s head, out of belief that the intelect is the place where ideas start from, and that is where we should look for them. The character’s gesture, besides the fact that it emphasizes the importance of thinking, represents the respect and politeness of my way of interacting with people and at the same time the openess of giving shape to ideas coming from any direction trough design.
Andreea
“It takes books to write books”, meaning that you first have to accumulate knowledge in a field before pretending to be able to bring something new to that field. I chose to use the image of several books in creating the letter “L” to suggest the idea of reading in general, as expression of the simultaneity of learning, interpreting and the act of creating. From my point of view, reading has the merit of bringing the voluptousness of self reflection and to create the premises of relating to others. The books are the window through which I choose to see the world.
Beatrice
Teamwork is the foundation of my professional life. The way I see it, brainstorming sessions are like a beach volley game, in which there is no competition and the atmosphere is playful and solar. To go on with the comparison, the way the beach volley players share the desire to keep the ball in the air as much as possible, in the brainstorming sessions one of us launches a hypothesis, then every one plays with it until we come up with an exceptional idea.
Monica
In order to do something extraordinary, you need talent, but you also have to work hard. For the final result to impress its audience, the effort behind it should remain unknown. I appreciate the ways of expressing the Romanian authenticity through folklore the same way I like the shape that a brand confers upon a brilliant idea.
David
I live in a world full of color and life. I take ordinary things and make them extraordinary. So I took the “R” as it is and added a few shapes to it, thus turning it into both a capital and a small caps letter. It felt natural to introduce the four colors that define who I am: grass green, sky blue, fruit orange and life red. The shape of my letter comes from the firm belief that one can have at least two perspectives on design, belief that can be taken a step further and interpreted as the possibility of making things better every time.
Mădălina
Before we drew lots for the letters, I was proposed to and I think that the “S” actually chose me instead of me choosing it. During that time, I was being drawn to - mainly white - purity and delicacy symbols. When looking for a symbol for the letter “S”, I naturally ended choosing the statuary image of a white swan.
Instead of closing
Throughout this whole process, we have encouraged the expression of personal opinions in order to shape a unique project: creating value for BrandTailors. We do the same with every project we develop for our customers. Perhaps our work process and passion are not fully visible to the general public, but we have the belief that the description of the project we developed for ourselves makes obvious the way our personal implication and the BrandTailors team’s unity lead to creating successful brands. - Beatrice