This is Cristian Kit Paul, graphic designer, photographer and traveller.
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Branding archives

Entry no.: 1355

15 Apr 2014, 10:27 PM

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Branding What am I now, Wally?

Wally Olins CBE 1930-2014

Wally Olins, Aneta Bogdan, Mihai Bogdan, Cristian Kit Paul and team at Brandient Office, Bucharest, 2003

Wally Olins with Aneta, Mihai and the rest of Brandient startup, including myself, at our Office, Bucharest, 2003. © Brandient. Click here or on the image to enlarge.

When we met him for the first time, in 2003, Aneta, Wally, Mihai and myself were sitting the small office Brandient had at the time — while preparing BrandRo, the nation branding conference — talking, asking outlandish questions. He was answering, patiently — as he always did.

"I've been in advertising, and I knew what I was: an art director. Now we started this branding and design company. What am I now, Wally?" I asked him with wide eyes.

"You're a brand designer now," he said, and I realised there's a whole profession ahead to discover, learn and invent.

Some other time, we asked him how come his books are written so impossibly fluid. He replied: "It's not about writing, it's about rewriting." "Really," we said — "how many times do you rewrite a book like this?" pointing to On B®and, which just came out at the time.

"Twenty," he said. "I rewrote that twenty times."

Wally left us today and we miss him already.

Entry no.: 1345

6 Jan 2014, 8:54 AM

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Branding Aneta Bogdan's "Branding on the Eastern front"—The iPad Edition

Aneta Bogdan's "Branding on the Eastern front"—The iPad Edition

Click here to download “Branding on the Eastern front” for iPad.

Apple just approved a few days ago the iPad Edition of “Branding on the Eastern front” that I prepared for my closest friend and partner Aneta Bogdan—the most reputed and influent name in Eastern European branding industry—so, you might want to check it out.

App information

App Store link:
Category: Business
Updated: 27 Dec, 2013
Version: 1.0.9
Size: 21.9 MB
Compatibility: Requires iOS 6 or later. Compatible with iPad.
Interface language: English
Content language: Romanian

Aneta Bogdan's "Branding on the Eastern front"—The iPad Edition

Aneta Bogdan's "Branding on the Eastern front"—The iPad Edition

Get it now on the App Store.

Entry no.: 1262

13 Sep 2011, 3:25 PM

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Branding Bitdefender Global Rebranding

Two years of hard work at Brandient finally came to fruition. Enjoy.

Update: What a reaction! — more than 20,000 people interested in the rebranding story and over 5,500 video plays in just 3 days. Thank you all.

Entry no.: 1257

3 Sep 2011, 1:13 PM

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Branding Aneta Bogdan in top position for Brand Bhutan

Follow Brandient's page on Facebook, @Brandient on Twitter.

Aneta Bogdan with her team at Brandient has been ranked by the Royal Government of Bhutan as the top consultant in the tender for developing the Made in Bhutan brand.

The process is endorsed by the United Nations Development Program (UNDP) and administered by the Ministry of Economic Affairs (Trade Department) of Bhutan.

Shortlisted initially on a list of seven consultants, the Technical Proposal submitted by Aneta has been ranked with the highest score.

The next step will consist of comparing the financial proposals of the two finalists in order to decide the winner.

Entry no.: 1200

13 Jan 2011, 2:31 PM

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Branding Come work at Brandient

We are looking for two pros to join the creative team at Brandient.

Graphic & Web Designer / Senior Graphic & Web Designer

We need you to be able to cut through really huge rebranding/corporate ID/communication platform projects (banks, telcos, retail chains etc) like the nuclear powered Soviet icebreaker Lenin through the ice-covered waters around Murmansk.

We need you to be like a human Swiss knife: able to move from CSS zen to packaging to directing 3D TV commercials. Anything. No matter what. If it's design you figure it out and do it. Kick some ass. Make some history. Invade some small country that does not believe in HTML5.

Social Media Ringmaster

We need someone who breathes any technology able to connect people, from Facebook to tic-tac-toe, from blogs to Grey Goose vodka and from iPad apps to football stadium indecent folklore.

We need you to invent the ways social media can create value for our A-list clients. To imagine complex mechanisms meddling red pill world and blue pill content. At Brandient we're not seeing social media as unconventional, but rather the new mainstream—your job can be massive. There are many out there talking the talk—can you walk the walk?

That's not all

We're also looking for:

— Brand Consultant / Senior Brand Consultant
— Client Service.

Are you ready to shift gears?

Send your creds to

See more details on our Careers page or on Facebook.

Note: Only selected candidates will be contacted for an interview.

Update: Positions closed Friday, February 11, 2011. Circa 140 applications received—thank you to all. I'll keep you posted about further openings via this blog, Brandient Careers page, Brandient Facebook page and @Brandient Twitter feed.

Entry no.: 1033

25 Mar 2010, 2:23 PM

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Branding Brandient 101 — The Book

It's hard to express how thrilled I am to announce today Brandient's first book: Brandient 101. Here it is:

Brandient 101 — Romanian graphic identities, 224 pages, hardcover, ISBN 978-973-0-07554-0, Bucharest, 2010.

Brandient 101, limited edition of 101, numbered and signed. Click here or on the image to enlarge.

Brandient 101

Award winning corporate identities, category leading packaging capable of catching both the eye and the heart of the hurried shopper, brand strategy problems solved by design.

  • 101 graphic identities created by Brandient between 2002 and 2010;
  • Limited edition of 101, numbered and signed by Aneta Bogdan;
  • Bilingual edition in English and Romanian;
  • 224 pages, hardcover, full color;
  • ISBN 978-973-0-07554-0.

Available starting today 5 PM, until the 101 are sold—only at Cărturești flagship bookstore in Verona St., Bucharest. If you want one, I think you'll have to hurry up.

Please see the press release for more.

Update: Buy Brandient 101 online.

Entry no.: 1031

22 Mar 2010, 5:11 PM

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Branding Brandient on Facebook

Become a Brandient fan and stay in touch with the cool stuff announcements upcoming this week and after.

Continue reading "Brandient on Facebook" »

Entry no.: 1030

22 Mar 2010, 4:38 PM

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Branding Brandient 101 — The Exhibition

Brandient — the leading branding and design company in Romania and one of the most awarded in Eastern Europe — celebrates 101 brands and identities developed over the last eight years.

Expozitia primelor 101 branduri romanesti desenate de brandient, Bucharest, 2010.

Brandient 101 Exhibition at Carturesti Verona in Bucharest. Click here or on the image to enlarge.

Brandient 101 exhibition will be held at sub_Cărturești café under Cărturești Verona bookshop in Bucharest. The opening event will take place on 26 march, at 5.00 PM, when Brandient’s designers will share their experiences during the “Brandient 101 minutes about design” talk.

More information available in the official press release.

Entry no.: 719

17 Feb 2009, 5:40 PM

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Branding Brandient, reputation leader

AdMarket report

According to the 2008 edition of AdMarket report (by UAPR and D&D Research), the answers provided by 247 respondents coming from a pool of 180 largest advertisers to the question “Please name the first three companies you would think of using for branding services” are as follows:

Brandient 39.7% — Answers to the question “Please name the first three companies you would think of using for branding services” in 2008 AdMarket report.

Answers to the question “Please name the first three companies you would think of using for branding services” in 2008 AdMarket report.

I will outline the Top 3:

1. Brandient39.7%
2. Grapefruit — 16.2%
3. Leo Burnett — 8.1%

What does this mean?

This means three things:

1. With an index of 39.7%—that’s more than the rest of the top 5 combined (36.1%)—Brandient scores decisively in the following two dimensions: “brand preference” and “perceived quality”. Six and a half years later, after the consultancy establishment in 2002, Brandient has consolidated its first place in professional branding services as the market favorite provider of this type of services.

Brandient is the branding services’ market leader of reputation.

2. Brandient is the indisputable reputation leader in the branding services market.

3. Three years ago we decided to restrict our time and energy dedicated to media appearences in favor of our branding projects and advices offered to our clients. Media monitoring reveals that in 2008 Brandient appeared less frequently thoughout printed press and media than our various competitors.

In other words, in professional services, the media noise is not enough to build a strong reputation.

Entry no.: 234

10 Sep 2007, 1:22 PM

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Branding ReBrand call for entries

Anaezi Modu — founder of ReBrand competition — pings me via e-mail:

I would appreciate it if you could spread the word about the upcoming deadline for the 2008 ReBrand 100 through your blog or whatever network you think makes sense there. Our time is short before September 26, so all the help offered is greatly welcome!

If you have case studies to send, better hurry up. Spread the word, too.

For those who are not familiar with this competition, "ReBrand 100 Global Awards, juried by an esteemed panel of international business leaders, is the highest recognition for brand rebuilding and redesign in the business arena."

Brandient won until now 5 awards in this global competition: 2 Distinction Awards in 2007 with Domo and Savana and 3 Merit Awards in 2005 with Romanian Public Television, Europharm and Smartree. This means it's totally doable.

Furthermore, in 2006 Brandient's Managing Partner Aneta Bogdan was part of the high-profile international jury that gathered in Providence, Rhode Island, along with Steve Frykholm – Vice President and Creative Director of Herman Miller, Bill Hill – Chairman & Founder of MetaDesign San Francisco, Ed Lussier – Senior Vice President and Creative Director with Reebok and Po Cheung – Managing Director at FutureBrand China, to name only a few.

Click for the entry form — and good luck!

Entry no.: 103

28 Mar 2007, 10:36 PM

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Branding Moscow events

Branding and design lectures and workshops in Moscow

I was invited to Moscow by the bighearted people of Identity Magazine1 to give a lecture and a workshop alongside Mr. Tony Spaeth of Identityworks, one of the most prominent branding experts nowadays. Our lectures were part of the 13th edition of Design and Advertising exhibition, the largest Russian event of the trade — where Identity Magazine's booth presented all Best of the Best 2007 entries (competition for which Tony and I were members of the jury).

Identity Magazine’s booth presented all Best of the Best 2007 entries

Identity Magazine's booth at the 13th edition of Design and Advertising exhibition in Moscow.

Tony promoted in both the lecture and the workshop his corporate rebranding analysis tool, the Corporate Brand Matrix.

Tony Spaeth's workshop on Corporate Brand Matrix

Hands-on session with Tony Spaeth's Corporate Brand Matrix at British Higher School of Art and Design (BHSAD).

Tony Spaeth's lecture "Corporate Branding — Towards a unified theory"

Tony's lecture "Corporate Branding — Towards a unified theory" on Corporate Brand Matrix at Design and Advertising exhibition.

My lecture named "Design: a business escalator" was about using design as a business tool able to leverage the power of challenger companies attacking difficult markets.

Cristian Kit Paul's lecture “Design: a business escalator”

My lecture "Design: a business escalator" at Design and Advertising exhibition.

I found dealing with consecutive translation (the were far too many people for simultaneous translation) a bit tricky, but — with the help of a very acknowledged translator — I managed to pull it off without losing the contact with my public. Their applause warmed my heart and the Q&A session went on and on, revealing a mighty interested and motivated audience.

My workshop "Brand idea: a designer's Swiss army knife", took place at the [British Higher School of Art and Design (BHSAD)] in Moscow — one of the most important centers of design education in Russia, run by young people.

Cristian Kit Paul's workshop “Brand idea: a designer’s Swiss army knife”

My workshop "Brand idea: a designer's Swiss army knife" at British Higher School of Art and Design (BHSAD).

The workshop was about design strategy — using brand idea techniques for developing vast and complex identity programs — for an audience comprising of designers and identity professionals. I had simultaneous translation this time and the show went on exactly as planned.

Part of the audience at Cristian Kit Paul's workshop

A part of the audience — "Best of the Best" organizers and British Higher School of Art and Design students.

There were two hours of workshop followed by almost two hours of Q&A with a wonderful audience — it felt really good to see the young Russian designers so interested and smart. A terrific evening — absolutely exhausting, but great nevertheless.

1 Identity is the only high-profile printed magazine focused on corporate and product identity I have knowledge of. Unfortunately, until now its content was in Russian making it difficult to be globally accepted. All this will change, and from the next issue — its editors promises — it will be bilingual (Russian and English).

Entry no.: 8

15 Oct 2006, 1:25 AM

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Branding Branding landscape in Romania

Mirror mirror on the wall...

While there are tens of companies claiming “branding” expertise in their portfolio of services, customers vote with their wallet. A quick look through the newly released official 2005 turnover figures suggests the following Top 3:

1. FutureBrand/BrandTailors/McCann-Erickson – 574k USD (based mainly on McCann-Erickson's clients),
2. Brandient – 470k USD,
3. Chrysopeea – 405k USD (a good design company from Cluj-Napoca that talks little but does much).

Further down the pyramid — under 350k USD turnover — there are many design, web-design, events and production companies (e.g. Grapefruit, Brânzaș Design, Synopsismedia etc) and freelance designers that cover parts of the branding jobs.

On a side note


Some of the also-runners are over-vocal for their size and portfolio, which is okay as long as it's a Darwinian “survival of the noisest” attempt. Nevertheless, it is outright goofy when a contender (respectable otherwise) that didn't even make it to the Top 3 is self-proclaimed “the largest Romanian branding and design consultancy”.1 In branding, bluffing is the worst strategy. In business, it can stain not only the bluffer's reputation, but the credibility of the whole industry.

1 See capture. Website was modified since.