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Grapefruit Sets Wheels Turning for Mercury360
Brand strategy
Mercury360, previously known as Mercury Promotions, is the largest independent advertising agency in Romania and it currently ranks fourth among the top corresponding agencies on the domestic market.
A 360 Degree Turn
The array of services Mercury Promotions has provided to its clients over the last years extended to 360 degrees, thus prompting a relevant rebranding process. Given that Mercury Promotions and Grapefruit were already collaborating on brand consulting projects, the advertising agency turned to us to help define the new brand and design its visual identity. Hence, Grapefruit assisted Mercury Promotions in setting the basis of its new brand strategy and in subsequently implementing it at the level of its visual identity. The new Mercury360 communicates the transition from a linear approach (i.e. the old and obsolete model which divides advertising into Above-the-line and Below-the-line) to a circular and integrated approach: Mercury360 offers comprehensive solutions for marketing communication, centred on the client’s results. The circle, which symbolises unity and completeness, forms the basis of the brand’s new visual identity. This symbol perfectly conveys the essence of the new brand and allows for the development of an appropriately clear visual style.
Brand Attachment
As in the case of all service brands, where people matter the most, the success of this new brand will depend to a large extent on the personnel’s attachment to the new Mercury360. This is the reason why the two agencies successfully endeavoured to create a brand firmly anchored in reality, a brand with a life of its own, whose authenticity naturally sources from the dreams and the work of all those at Mercury360.
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- Grapefruit Sets Wheels Turning for Mercury360
- Other Grapefruit Sets Wheels Turning for Mercury360 project
- Visual identity
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