context

M.O.R.E. (standing for Management and Organization of Resources and Employees) began its activity in 2010 and in less than two years evolved from being a division of TeamNet International to becoming the only company in Romania to focus its business entirely on the development and selling of cloud solutions for the SME segment.

Lead by a visionary entrepreneur, who predicts future competition from global brands such as Salesforce and Zoho, as well as Microsoft and a lot of other local ERP and software development players, M.O.R.E. audaciously aims at becoming a state of the art organization and extending its operations on the emerging CEE markets.
1/9

challenge

"As the pioneer of the Romanian cloud solutions (SaaS) industry, M.O.R.E. acknowledged the need to shoulder an educator’s role that will ultimately protect the company from competition menace while increasing its value and consolidating its reputation leadership position. Therefore, the management team envisioned the necessity of evolving the brand to support and drive their quest for excellence."

Bogdan Padiu, CEO TeamNet International
2/9

solution

In response to the company's objectives and the virgin Romanian cloud solutions market in Romania the mission of Brandtailors team became clear: take M.O.R.E. from the "no name" status to being synonymous to cloud solutions, in other words developing the brand to become "the cloud category".
3/9
"The cloud category attributes together with the findings revealed by the strategy exploration workshop carried by Brandtailors consultants with the management team of M.O.R.E. - a strong pro-cloud culture and an unparalleled determination to create and adapt the cloud solutions to better serve Romanian SMEs - became the strategic pillars in the brand building process. These were encapsulated into a memorable and engaging brand slogan - "Cloud is no limit", and a secondary brand signature - "Infinite possibilities", to be used exclusively in product-centered communication."

Beatrice Daniș, Brand Strategist
4/9
"The brand strategy instantly inspired the brand rhetoric, consisting in messages that not only communicate the key cloud benefits to the target audience but also offer direction to the M.O.R.E. employees as to what they should strive to offer to their clients."

Andreea Florea, Client Service Partner
5/9
"The keystone of the rebranding project lied in finding a naming solution to better express the category and the brand strategy. The new name, Ymens, was created from the word "immense", another manner to express "infinity" - which renders in a nutshell what the brand stands for. The "Y" in the name comes to further strengthen the "infinity" and "no limit" desired brand associations."

Anca Tăzlăoanu, Brand Consultant
6/9
"It was imperative for the new brand identity to make use of the cloud symbol in a unique manner, in order to claim the business category, and, at the same time it had to convey the idea of "being infinite". The Y in the brand name and the recognizable shape of the cloud were merged to create a memorable symbol: a cyan Y-shaped cloud."

Ovidiu Pop, Group Creative Director
7/9
The brand symbol further inspired the designers team in creating the identity system for the Ymens portfolio of cloud solutions: a series of color differentiated raindrops depicting the essential function of each solution.
8/9
The brand identity was brought to life by a visual territory emanating effervescence, humanism and charisma, personality traits infused into the brand to create the associations with a user-friendly technology, as the cloud is. The visual territory is built on collages, illustration, tilt shift color photography and black & white panorama photography, to be used alternatively according to the purpose and addressability of the communication materials.
9/9
ymens | brand signature
ymens | brand signature
ymens | product identity
ymens | product identity
ymens | stationery
ymens | stationery
ymens | stationery
ymens | stationery
ymens | interface
ymens | interface
ymens | interface
ymens | interface
ymens | corporate brochure
ymens | corporate brochure
ymens | product brochure
ymens | product brochure
ymens | packaging
ymens | packaging
ymens | premiums
ymens | premiums
ymens | environmental and car branding
ymens | environmental and car branding