The challenge
ELBA, a Romanian company with nearly a century of tradition in manufacturing industrial and automotive lighting solutions, decided to focus more on the international market. However, the company faced a major obstacle: its outdated and inconsistent brand image, which prevented it from being perceived as a modern organization with high-quality products, despite substantial investments in equipment and production facilities.
Strategy
In 2012, ELBA embarked on a journey to modernize its image. What began as a rebranding initiative evolved into one of Rainfall’s most complex and successful projects. Today, ELBA boasts a cohesive brand identity and the well-deserved recognition it aspired to achieve.
The solution to ELBA’s challenges was a comprehensive rebranding process. A new logo was designed, centered around a circle—a symbol of light and perfection. To emphasize the company’s scope, its four divisions—Molding, Lighting, Automotive, and Photometry—were represented within the logo by four differently colored circles.
The tagline was updated from “The Light from Timișoara” to “The Technology of Light,” a more concise and meaningful identifier. All brand and promotional materials were redesigned to provide the necessary unity and consistency for a B2B-focused company. A new website and product catalogs were created, aligned with the refreshed identity. Additionally, Rainfall contributed to the brand’s communication strategy, improving both internal and external interactions with the public and partners.
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Outcomes
ELBA now enjoys a unified, European-level brand image that encapsulates its four divisions within a simple and memorable logo. Following PR initiatives in Timisoara, the company’s hometown, ELBA became widely recognized for its new visual elements, leading to a positive shift in public perception. At the same time, internal communication improved significantly through the implementation of a clear communication strategy.
