Case study

Smartree / Strategic HR partner

Creative concept Brand imagery Brand communication

materials
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Context
Established 10 years ago, Smartree is one of the most important human resources company, leading the
Romanian market on payroll and personnel administration services. In 2010, the company experienced a new
evolution stage, marked by enlarging the services offering (payroll, personnel administration, temporary work,
recruitment, software, HR consultancy) and designing the services so as to also address small and medium
companies.

That was the reason that led Smartree management team to address BrandTailors consultants with a brief to
reposition the brand and refresh its communication approach.

Challenge
After conducting a brad audit, BrandTailors consultants and designers concluded that the logotype was one of
the main elements that were to remain unchanged in the repositioning process, due to its contemporary fresh
graphics and the degree of engagement it generates within the company. Moreover, the logo helped to set the
Smartree brand apart from its main competitors.

An overview on the entire category has revealed a series of characteristics of the buying behaviour - concerns
about economic performances, changes in the organisational processes and confidentiality issues - making the
HR outsourcing decision a strategic matter on the companies’ agenda, decision that is more often than not
made by the top management team. Moreover, the long cycle of services sales and implementation and the
close relationship between the client and its HR consultant made the decision even more difficult to make.

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“ The interviews we had with some HR managers highlighted a
reluctancy they had about outsourcing HR processes - they were
concerned about diminishing the role of the internal human
resources departament and the difficulties of coordinating a team
Anca Tăzlăoanu
of external consultants  Brand Consultant
”
When seeing things from their perspective, it became highly desirable that the brand communication materials
would offer from the very first contact with Smartree a clear idea about the brand phylosophy and the
behaviour of its representatives relative to their clients.

Solution
The strategic solution for the brand’s repositioning was rooted in the very nature of the relationship that
Smartree developed with its clients and the strong belief that HR management should be a strategic function
in every organisation. That was how Smartree became the companion of choice for HR departments.

“ The “companionship” idea behind Smartree repositioning has its

origins in the company’s belief that the internal HR departments
should be eliberated from the dull time consuming tasks so that
they can play the strategic role that was deservedly meant for
them - to develop, evaluate and motivate the most important Anca Tăzlăoanu
resource of an organisation - the human resource.  Brand Consultant
”
Through that positioning statement, it became obvious that Smartree supported its clients to evolve and
fullfill their vision by taking over the administrative time-consuming tasks and offering practical solutions
in return. So, the striving for success of a company was to be doubled by Smartree’s ability to facilitate the
accomplishment of HR objectives, or, as the saying goes, ‘where there is a will, Smartree has a way’.

The graphic translation of the brand concept was iconically shaped as an ampersand, used as a brand device, a
visual symbol that puts the brand’s philosophy in a nutshell and helps communicate the company’s messages.
The newly created symbol capitalizes on the visual identity colours, being used in various chromatic on
different supports and communication materials.

“ The leading position that the brand device owns on the

communication materials offers a preview of Smartree services
benefits and insures the brand’s unique manifestation in the
competitive landscape. When developing the graphic approach we
kept in mind to create a visual synergy that would highlight the
brand’s visual identity and would facilitate the manifestation of a
Janos Kurko
distinctive photo style.  Creative Director
”
The versatility of Smartree’s ampersand generates a high associative value, having a tremendous impact at the
external communication level, but also in internal communication and brand engagement programs.

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Contributions:
Brand audit - Anca Tăzlăoanu, Janos Kurko

Brand strategy - Anca Tăzlăoanu, Beatrice Daniş

Creative concept - Beatrice Daniş, Janos Kurko

Brand rhetorics - Anca Tăzlăoanu, Andreea Florea

Brand design - Janos Kurko

Image retouching and printing preproduction - Mihai Părpălea

Project management - Andreea Florea, Ionuț Militaru

Project implementation started in September 2010.

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