NNDKP Finalizes the Strategic Repositioning of its Brand and Refines its Visual Identity with Grapefruit Support

'The firm's spectacular evolution must be reflected both at the internal level – the repositioning of the team around the elements that define and distinguish us – and at the external level – the visual identity elements, which express symbolically our essence. The partners, who played a decisive role in all stages of the process, through their specific requirements of creating brand differentiation and through their openness to new solutions and continuous communication, have gained a better understanding of the ways in which the brand can function as a competitive advantage for NNDKP', states Ion Nestor, one of the firm's Managing Partners.

The solutions proposed by the agency's representatives and subsequently approved by the NNDKP partners were based on the message that NNDKP is defined largely by its people and their work. The strategy was translated in the creation of integrated communication principles and in standardizing the visual identity by recreating the entire universe of marketing materials. This is reflected also in the newly-created website (www.nndkp.com ), which makes a large volume of information accessible to all categories of public through a logical organization and a minimalist interface.

'The members of the NNDKP team know that this type of information is today an integral part of their profession, even though it only rarely is actually called 'branding'. They continue to acquire the necessary skills to understand and assimilate this process in the long run', believes Stefan Liute, Grapefruit's Strategy Director, who coordinated the research aspect of the project.

Over the past years, emphasis was placed on the brand’s strategic repositioning, brand management, as well as evidencing the brand values and reinforcing them in the day-to-day activities. Thus, the complex meaning acquired allowed the transfer of the firm’s notoriety to NNDKP Tax Advisory Services and NNDKP Intellectual Property, the two specialized divisions affiliated to the law firm. Following a spectacular development, these divisions contributed to the consolidation of NNDKP’s brand image. Thus, presently, both the law firm and the two divisions enjoy very solid recognition within the professional communities they are a part of.

The notoriety of the NNDKP brand was one of the determining factors in setting up a permanent collaboration with Casa de Insolventa Transilvania (CITR), which is now supported by the law firm in implementing its strategy of expanding and transforming its regional brand into a national one. In the communication area, the strategy was reflected in the creation and implementation of a common communication strategy, whereas visually, it was reflected in the recreation of CITR’s marketing materials in order to reflect this collaboration.

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Nestor Nestor Diculescu Kingston Petersen is among the pioneers of business law in Romania, with a team that currently comprises 110 attorneys and 75 employees. In 2010, the year when the firm celebrates 20 years of existence, NNDKP was ranked first in all practice areas researched in Romania by IFLR 1000 and Chambers&Partners, global edition, some of the most prestigious specialized international publications. In 2009, NNDKP was declared “Law Firm of the Year in Romania” by Chambers Europe, the European edition of the legal publication Chambers&Partners.

Grapefruit is a Romanian branding agency, with offices in Iasi and Bucharest, specializing in the services of strategy, verbal and visual identity, digital branding and packaging. Some of Grapefruit’s clients are Antibiotice, Banca Transilvania, Dacia, E.ON, Heidi, NNDKP, OTP Bank, Pepsi Americas, Petrom, Renault and UPC. Grapefruit has won most awards among Romanian branding agencies, with nominations and prizes won at Rebrand 100 (USA, 2007, 2009), Identity: Best of the Best (Russia, 2007), Pentawards (France, 2007, 2008, 2009), Incheon (Korea, 2006).

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