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After 23 years of growth, Zitec reached a point where its visual identity needed to better reflect the company it had already become: an experienced international technology partner, working on complex digital products and platforms with a measurable impact on businesses and society.
The rebrand was created to bring Zitec’s external image closer to the reality shaped over time by its teams, projects and long-term partnerships. It was a natural step for a company that has delivered more than 1,100 projects and develops digital solutions used by over 20 million people every year, across more than 30 countries.
At the centre of this transformation were the people of Zitec. Starting with the people who built the company
For Zitec, the rebrand began as an internal journey. Before introducing the new identity to clients, partners or the wider market, the company wanted its colleagues to understand the reasons behind the change and to recognise themselves in it.
This meant launching the brand internally before making it public.
The decision reflected a simple principle: the people who contributed to Zitec’s evolution should be the first to experience, understand and bring its new identity to life.
The rebrand was therefore developed as an employer branding initiative as much as a corporate transformation. Its purpose was to create a clear connection between the company’s evolution and the everyday experience of the people working within it.
A “System Update” built over 23 years
The creative concept behind the internal campaign was “System Update”.
Inspired by the language of technology, the concept presented the rebrand as an update that had already been installed gradually through years of learning, collaboration and growth. Zitec had not suddenly become a different company. Its visual identity was catching up with what its people had already built.
The campaign was structured around four ideas that define Zitec today:
- maturity earned through experience;
- stability in the digital core;
- an approach to AI grounded in real business needs;
- foundations built around people.
During the internal teaser phase, colleagues in the Bucharest and Brașov offices discovered the new direction progressively through digital messages, short films and interactive office installations.
Desktop update notifications, loading bars, playful CAPTCHA interactions and physical activations transformed the rebrand into an experience that employees could explore rather than a change announced through a single presentation.
The internal reveal took place during Zitec’s annual Company Report. As the campaign countdown reached 100%, the new logo was introduced through a brand film, followed by a visual journey through the company’s evolution and a new team photograph.
A brand brought to life by the team
The story continued at Zitec Fest 2026, designed as a housewarming celebration for the new brand.
The event included experiences inspired by the new visual identity, a collaborative merchandise workshop and a drone show that brought the new Zitec logo to life in the sky.
According to the internal feedback survey, 97.6% of respondents positively evaluated the event’s rebranding concept. The result confirmed that the new identity was understood and embraced by the people it was meant to represent.
Even the outdoor campaign placed employees at its centre. One of its main messages addressed the team directly:
“Are you part of the Zitec team? Thank you. Through everything you have built, our impact is clearer than ever.”
It was both a public expression of the new brand and a recognition of the people whose work had made the transformation possible.
What the new identity says about working at Zitec
Today, Zitec brings together more than 500 specialists and collaborators working across technology strategy, software development, AI engineering, data, cloud, infrastructure, user experience and digital marketing.
Their work supports financial platforms processing millions of transactions, logistics ecosystems managing millions of deliveries, healthcare solutions used by patients and digital public services operating at national scale.
The new identity reflects this level of responsibility and expertise. It also preserves the people-first culture that has shaped Zitec since its early years.
More than 35% of colleagues hold advanced or leadership roles, while the company’s 95% retention rate reflects the stability of its teams and the long-term professional journeys built within the organisation.
For potential colleagues, the rebrand offers a clearer picture of the company they may choose to join: a mature technology organisation where people are trusted to contribute ideas, question assumptions and help shape solutions with real impact.
Zitec’s rebrand is ultimately a visible expression of a transformation that had already taken place internally. The company’s look has evolved, while its foundations remain rooted in the people who have built it, project by project and year by year.
The new brand makes that contribution easier to see.
