CROZ is a Croatian-German biz-tech consulting company that supports organizations of various sizes and complexities in creating new and improved value through service strategy and design, software engineering, and operational support. With a team of over 400 experts across the EU and more than 1,500 successfully completed projects, CROZ delivers professional and high-quality solutions worldwide across various industries.
Bruketa&Žinić&Grey was tasked with developing a new brand strategy, slogan, communication guidelines, and visual identity for CROZ.
Analysis
Research revealed that most business leaders (65%) are not afraid of their competitors but fear the possibility of completely losing certain clients. Therefore, they cannot afford to neglect their clients’ desires and needs, which should be embedded at the core of their “brand experience.
Studying complex business organizations showed that most companies fall into the “Transformers” category, focusing on modernizing parts of their business rather than the whole. They also view transformation as a process with an endpoint instead of a continuous journey. However, it’s important to note that 43% of them are beginning to understand the importance of creating a new approach to business.
A market differentiation opportunity was found in combining the old and the new—focusing energy and budget on improving specific areas rather than completely discarding the old approach. This method enhances internal teams, resolves organizational problems faster, and delivers final value earlier.
Synthesis
CROZ’s brand strategy embodies their ethos. Through years of business, they’ve learned that technology should provide added value to business, which is crucial to clients. This forms the core of their operations – what they “live and breathe.” Everyone involved in their business works towards achieving this and CROZ wants this to be evident in their communication. Their readiness and spirit shape a fruitful future, and their expertise and extensive industrial and technological experience are the foundation for quality biz-tech solutions.
They emphasize that they don’t compare themselves to others and don’t seek the spotlight. They communicate solely from their own and the client’s perspective. There’s no pretense in their business. They present everything as it is, and where others see obstacles, they see challenges and aim to inspire clients to think similarly. Their expert team understands critical business systems and aims not only to solve assigned challenges but also to support clients in adopting implemented practices as part of their regular operations.
Their attitude is confident, grounded, and enthusiastic, and their narrative always centers on people. By working directly with clients, CROZ enables them to connect current strategies with future visions. The ability to preserve the essence of business while enhancing it with IT sector efficiency and innovation sets them apart from most other companies.
Implementation
A key component of the visual identity is the redesigned logo, which has adopted a modular construction by introducing a variable element—the letter “O.” Its form is designed so that within a fixed circular frame, the internal space’s design changes graphically.
The brand’s creative nature and flexible, adaptable character are interpreted through a new dynamic symbol offering variable visual possibilities. For instance, a custom CROZ font was created, containing eight different “O” letters derived from the logo, to visually and typographically align main headlines with the rest of the brand. Given that it’s a digital brand, moving images, GIFs, and animations are primary carriers in creating a lively identity. Additionally, four new digital, vibrant colors were introduced: cyan, blue, yellow, and green. Their use brings visual freshness and stronger differentiation among competitors.
