Erus was a company that initially found its growth in the realm of green spaces, parks, and gardens. It gained recognition for the services it provided to municipalities, primarily through government tenders. Over time, the company’s connections and capabilities led to expansion into other areas, such as security and technology.
The Erus Group of companies, due to the intensive nature of governmental projects, had never had the opportunity to develop a comprehensive strategy. When they approached I Mean It Creative with this challenge, our approach was primarily to listen attentively to the companies within the Erus Group. By doing so, we were able to chart a direction that encompassed both their history and their aspirations. Effective strategy development hinges on active and empathetic listening.
With the benefit of an external perspective, a clear idea emerged: essentially, a three-pronged strategy that encapsulated all their ambitions. The concept of creating “Green, Safe, and Smart” cities served as a unifying platform for all the companies operating under different names within the Erus Group.
In the subsequent phase of visual branding, we crafted a robust new icon and brought all the companies under a unified visual identity, employing various colors derived from this icon. The ‘Branded House’ approach was the ideal solution for this group of companies, given the constraint of not being able to change their names. To enhance comprehension, we provided explanations under each company’s name to make the system more accessible.
The third stage of our work involved implementing the visual corporate identity across all necessary materials and designing a corporate identity booklet. This comprehensive infrastructure, including brochures and a website, fulfilled the requirements for both print and digital platforms across the entire group of companies.
