BRANDING & COMMUNITY: A Bidirectional Communication. Case Study: Patru Maini

Mrs Madalina Moraru, my thesis coordinator and mentor proposed my Bachelor thesis regarding the buy-social mechanism of a Romanian construction materials producer to EACA Thesis Competition. I got to the second round and it seems I should have explored further the future potential applications of my research. But here’s my work: ABSTRACT 2016, Romania: thousands...

Patru Maini is the construction materials producer with a mission to save the world. Well, at least help the worlds of children in small towns and secluded villages who go to school (or to hospitals for that matter) in horrible conditions. They were my all-time-favourite client during my time at Rusu+Bortun, check the rebranding and packaging...

Patru Maini (Four Hands) is a construction producer with a social mission: improving life conditions for children, by renovating public facilities, such as schools, kindergardens or children hospitals. During my time at Rusu+Bortun I have actively contributed to developing their brand. The agency had recently audited the company (previously named Baumix) and rebranded them (that...

Patru Maini, the construction materials producers with a social mission (read more here & here) needed to focus its communication efforts on its main sales target: craftsmen. Context: People that interacted with the brand via the social actions – the renovations of kindergartens,  schools and children hospitals – became brand advocates. Patru Maini is for...

The Kindness Stock Exchange is a CSR platform from BCR-S, the ERSTE bank in Romania. It provides a platform for NGO projects in need of fundraising, with the key differentiator that donators do not pay any bank fee for their transacted sums (no matter how low they are). Rusu+Bortun was in charge with the visual...

The Romanian Cultural Institute in London organized a small Romanian Film Festival in 2016 in London. Together with the creative team at Rusu+Bortun Brand Growers, we developed the project branding – a modern interpretation in sparkling colours of the national flag, as a filter that the art director applied on key frames from Romanian movies. We...