Baritchi | Branding agency

Marketing solution for interactive marketers

IMTO is a leading online marketing conference session organized by PTB - Romanian Interactive Agency. Baritchi collaborated with the PTB team in order to develop a comprehensive visual language for the IMTO brand, providing brand messaging, advertising and an integrated design platform for marketing and communications. The second edition of IMTO will take place next month in Iasi and plans to bring together online marketing experts from all over the country.

The mission of the Internet Myths Trends and Opportunities (IMTO) is to support Romanian online marketers pursuits by offering high quality conference sessions. A comprehensive image research program completed by Baritchi and Play the Balls (PTB) – the conferences organizer – revealed that the public perceived the IMTO as another common online marketing event. Through new contracts with major broadcast partners, the IMTO embarked on a branding program that included radio, outdoor, online and print communications. The IMTO team recognized it needed a brand strategy and visual identity system that could become the central theme for the conferences to come.

The PTB asked Baritchi to help focus the brand and create a positioning and visual identity that would consistently communicate the purpose of the IMTO across all touchpoints, including collateral, promotions, corporate materials, and advertising. In addition, the IMTO wanted to use its red signature more consistently. Baritchi’s strategy centered on the conference main theme - online marketing - putting the right face on the association to directly link the brand to the IMTO mission.

Baritchi brought the IMTO mission and story to life visually by creating the “balance” visual - a powerful design representing the symbol of communication that online marketing and marketing itself represents. The key graphic element is the red “comment bubble”, which integrates text, imagery and color, and allows flexibility across different applications while establishing a highly sophisticated, unique look for the brand. The revitalized IMTO identity was later integrated into advertising by Baritchi: teasing online campaign, web-site, collaterals and more materials to be used later on at the conference. The advertising concept was based on the present economic crisis and provides a valid solution in this period: online marketing.