Work / Vector
Repositioning a challenger for sustainable growth

Strategy and Branding for a top office supplies importer and distributor.


Vector International is a top office supplies and stationery company in Romania, growing from a modest start-up in Bucharest to a top national player. During its 20 years of business-to-business activity, it succeeded in developing a product range of more than 5000 references for stationery and office supply products, directly imported from impressive worldwide producers and suppliers.
In order to reflect the transition from the entrepreneurial firm to a growing corporation, they entrusted us with the rebranding process.


We decided to distance from the past and start brand new with a fresh perspective. We looked for a strong metaphor that could make for a great and memorable symbol. The only thing we kept from the old identity was the color which came out to be a suitable choice for a dynamic company.
The brand tagline we developed, “see you at the office” („ne vedem la birou”), reflects our strategy that the new identity should be built with having an impact on the office in mind. The office is where people spend most of their time during a day, it’s where their tools are, and this is why the office should be a better place for everyone.

innerpride was able to push us to think bigger. It was a tough decision to change something so embedded in our DNA, but it was the right one. After 3 years we’re still feeling energized and proud with our new identity. Being praised by our overseas partners meant a great deal to us, proving once again we took the right step.

Marius Avram, CEO, Vector


The visual identity, simple, solid, yet dynamic, plays on the association with a hummingbird, conveying the brand’s personality: hard working, perseverant, fast and friendly.
We also developed custom designed letters that match the visual language of the symbol. Together they form a coherent and memorable logo that represent a growing and forward thinking company.
The new visual identity of Vector breathes modernity and simplicity making it the starting point for a new journey in Vector’s quest to change the way we work and live at the office.

Change is always difficult. But change is good and is a requirement for success. Vector needed to change and evolve in order to be relevant for its clients and partners. We’re glad we’re there to inspire and motivate all along this complex project.

George Nisioiu, founder & 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

+(40) 748 222 121

Offices / Client services

106 Whitchurch Avenue, HA8 6JN, London, UK

+(44) 742 451 6055