ESD: electronics service rebranding & website

A big network that spoke through other brands

ESD is the largest electronics service network in Romania. Yet it had been communicating only through the image and brands in its portfolio: Samsung, Huawei, Philips and Sony.

A new positioning was urgently needed. The brand had to develop its core, create its own voice and build an image in the eyes of its customers.

The new ESD logo: speed through a visual tilt, number 1 through the letter E

“ESD is a tech provider for young spirits, in an environment where we have the power to be number 1.”
The ESD brandbook

Hero and Ruler, as fast as possible

We built the strategy on a mix of two archetypes, the Hero and the Ruler, and on one X-factor: to be as fast as possible. Then a branding and visual universe that carries ESD's youthful, energetic spirit and its commitment to overdeliver.

60 / 40 Hero and Ruler, the archetype mix behind the brand Drop for more

Branding& Design

The logo is a hybrid of logomark and logotype: it reads ESD in full, and the E can stand alone as the mark. Three stripes, tilted at 45°, carry the speed, and the E doubles as a stylised number 1. Raleway ExtraBold Italic, red, black and grey do the rest.

Brand strategy
Brand archetype
Logo
Brandbook
Colour system
Typography
Extended graphics

From the brandbook: the archetype mix, then the logo

One day. One hour. One company.

The E becomes a 1, and the stripes stretch as far as the message needs.

Extended graphics and the colour system

Branding& Design

The system on the road and on the team: service vans that announce “am ajuns”, we've arrived, polos with the red stripe on the sleeve, and lanyards printed with the mark.

Fleet livery
Uniforms
Merch

“Am ajuns”: the van says it before the technician does

ProductDesign

Once the two pillars were in place, the online presence followed: a website built on the same red, the same stripes and the same promise, “Pentru noi tu ești numărul 1”, plus a fresh social media communication strategy.

Website UI
Website UX
Social media strategy
Social media implementation

Thewebsite

The esdrom.ro homepage on a phone, scrolling

esdrom.ro: one-hour and one-day service, repair tracking, cost estimates and B2B display.

Visit esdrom.ro

The ESD website on a phone — The site on the phone

A service network that used to borrow its image from the brands it repairs now has a voice of its own, and a red that reads number 1 from a van roof to a phone screen.

Visit esdrom.ro