Started in 2002 in the northern part of the Romanian capital, Baneasa district consists of a residential area, a business & technology park, and the largest commercial area in south-eastern Europe. This huge project has touched along the years the lives of millions of people – customers, suppliers, partners, companies and employees, members of the residential community – and changed in a short period of time the entire northern area of the city.
Client: Baneasa Developments
Skills: brand strategy, ID development, art direction, copywriting, project management
Growth is a natural process in all aspects of life, whether it is the life of a person or the life of a city. After years of stagnation, Bucharest was experiencing unequalled growth in all areas. This resulted in natural growth of the need for better quality housing, shopping and offices. Baneasa project was the answer to this need for growth in Bucharest.
The logo consists of two elements: the logo mark (the leaves forming an ascendant volute suggesting dynamic evolution) and the name “baneasa” written in small letters.
The logo mark presents a succession of 12 different-sized leaves, in four tones of green, which creates the impression of dynamism and growth. The basic level of decoding the logo mark is that the 12 leaves represent the 12 months and the four shades of green represent the four seasons. The logo mark also sends subtler messages regarding time (the spiral that looks like a clock) and space (as the longest darkest leaf indicates north, like a compass). Indeed, Baneasa is an urban development built to stay, which contributed a lot to turning north into a magnet for all the people of Bucharest.
“The city grows for you” proved to be a strong message, quickly embraced by the people of Bucharest. In 2017, all three areas of the urban development are fully functional and very successful.
The 450,000 sq. m. commercial platform is the largest in southeastern Europe. It comprises retailers such as IKEA, Carrefour, Metro, BricoDepot and Mobexpert, plus the “crown jewel” Baneasa Shopping Center, with 364 shops and more than 80 million visits in almost 10 years since its launching.
Baneasa Residential developed an exquisite residential area close to Baneasa forest, which includes 227 apartments in state-of-the-art buildings.
Baneasa Business & Technology Park covers 28,000 sq. m. It comprises two stand-alone office buildings hosting 65 local and international companies, 800 parking places, show rooms, etc.
Working for promoting the largest real estate project in Romania and seeing it materializing along the years was an incredible feeling.
The core team of Publicator, Diana Moldovan (Capatina) and Iulian Puiu, started under the name Reply in 2002.
In 2015, the team changed the name Reply into Publicator and continued the business as usual.