Work / RIVUS
Landmark Branding for Change
Visual identity for the largest mixed-use development in Western Romania
Challenge
Celebrated for its transformative urban projects nationwide - IULIUS, the largest developer of mixed-use projects in Romania, has set its sights on Transilvania with its most ambitious mixed-use project to date in Romania.
Partnering with the legendary architecture studio UN from the Netherlands, IULIUS reimagined what a mixed use project for a thriving and cosmopolitan city should look but more importantly, should feel.
inner*pride was challenged to wrap this new concept into a comprehensive identity system that would symbiotically blend with the architecture and act as an emblem for what is to become the beating heart of the city.
Solution
The new visual language of RIVUS starts with the symbol which combines two key elements - the meandering river and the letter R - creating a memorable and versatile metaphorical element. The logotype we developed alongside the symbol it’s classical in its essence but with just enough personality to stand apart on its own.
The logotype and the symbol were designed to work independently or in conjunction reading to a greater flexibility and a more dynamic design language.
Alongside the main symbol, inner*pride developed a set of sub-symbols for each of the project's components like office, live arts, mall etc.
An important aspect of the branding exercise was intertwining the visual language into the architecture itself. With “a little help from our friends” at UN studio we developed iconography and signage hierarchy to match the scale and scope of the project. Early renders look amazing and will set the bar high for future similar endeavors.
Along with the IULIUS team we developed layouts and graphic principles for a cohesive visual communication that can help right from the start establish RIVUS as a premium and community centered mixed-use project.
Result
With great reviews from the community and professionals alike, RIVUS is slowly becoming what was meant to be - a part of Cluj. The greatest attribute of a great visual identity is to be unobtrusive and still have a voice of its own.
Cluj is starting to know more about RIVUS and there is still a lot more to unpack in terms of identity and environmental graphics.
We stand curious and excited to see what RIVUS can become and we cannot wait to see what we envisioned come to life.
What a privilege to redefine (once again, if i may say) Romania’s place branding scene. Every time is the same. The same curiosity, the same eagerness to explore and the amazement of discovering that solution you know is the right one. A great team and great partners are prone to result in greatness. Humbled and honored once again for this opportunity.
Viorel Nedelcu, creative director & partner, innerpride
Services involved
At the end of the day, it’s all about what we can do for you and your company.
We’re not only a very capable team, we’re also good people.
Offices / Headquarters
Colonel Langa 17, Iași, Romania