The creative director of the branding agency Superstudio described the rebranding process of the ENNA group

In an interview with Forbes Croatia, Ira Payer, creative director of the branding agency Superstudio, talked about the process of creating a new visual identity for the ENNA group.

- Our task was to articulate a system that can bring all these activities under the same umbrella and connect them into a coherent, recognizable identity that is robust and flexible enough to last a long time. In addition, we tried to incorporate the ambition and optimism that we felt in the company and that acted as an incentive for us to propose something unexpected and bolder, but in our opinion authentic - says Payer.

The rebranding process lasted two years. Payer says that initially they considered some more conventional and much more cautious approaches to the redesign. Now, step by step, through research, workshops, and work on positioning, this concept emerged as the best for them – in the sense that it authentically reflects the direction of development.

– This concept was our favorite, and the most interesting to develop because it really has the potential for a good future design, but it was important that Enna also recognized it as the one that represents the direction in which they are moving, how they see themselves and how they want to be seen by others. We are pleased that such a scenario developed, as with complex projects like these, we would never advocate for a solution that the client would not embrace and feel as their own. In that sense, this rebranding is certainly compatible with a new, more accessible and open corporate image – he explains.

You can read the entire conversation with Ira Payer on the Forbes Croatia portal.