We kind of have the classical story: someone gets overly excited with a concept and talks about it repeatedly and compulsively, over and over again. This makes a few people gather around the original idea, falling in love with it and starting a business together.

In this case, Alexandra, who was studying for her art history class, falls in love with modernism. She decides to start a branding agency with modernism’s values and tries to find an appropriate name for it.

She remembers this beautiful late-modernist building in New York, designed by German-American architect Ludwig Mies van der Rohe. And one amazingly simple detail on the façade catches her eye: the non-structural bronze-toned I-beams, brought to the surface of the building by the architect and arranged in vertical lines like mullions, in order to suggest structure and order. Something outrageous for those times, but proven beautiful and timeless.

In architecture, steel beams provide structure. They give the building strength (and sometimes, in the Mies van der Rohe building: an aesthetically beautiful façade) just as strategy puts the strength in branding & communication. True branding must have thoroughly-analysed intentions behind aesthetics and every detail must be aligned with the so called ‘red line' of communication. Without beams and without strategy, the building will fall.

We talked before about Ludwig Mies van der Rohe because we’re big fans of modernism. Modernism is both a philosophical movement and an art movement that, along with cultural trends and changes, arose from wide-scale and far-reaching transformations in the Western society during the late 19th and early 20th centuries.

Modernist architecture, or Modernism, is associated with the function of the buildings, approached from an analytical viewpoint, a rational use of materials, the elimination of embellishments and decoration, and openness to structural innovation.

Modernism encompasses many different variations, including Futurism, Constructivism, De Stijl, and Bauhaus. Adolf Loos, Gerrit Rietveld, Gropius, Ludwig van der Rohe, Corbusier, Bauhaus, and the amazing Louis Kahn are just a few names associated with the movement.

Why Modernism? Because we love this idea of removing the noise and leaving there only what’s essential. Not in a minimalist matter, but quite the opposite, more like a brutalist/modernist matter. We love textures, we love details, the analytical details. Strategy driven details.

Because modernist architecture is timeless. • Organized. • Aesthetically pleasing. • It stands out through its simplicity and equilibrium. • It has respect for the context it has built. • It’s quite simple, but majestic. • It has perfect proportions and an incredible mix of textures. • It respects the material. • Modernist architecture talks about controlled chaos.

Definitely no. We do love timeless and structured approaches, but we deliver brands that are appropriate for the positioning and the target audience of your brand.

We’re deeply passionate about our work, it's our lifestyle;

We use an immersive approach in order to deeply understand your brand and your context and blend into your world;

We don't just deliver a brand story, but a universe of tools adapted to the needs of clients - which help them subsequently communicate their branding in their everyday life in the easiest possible way;

We work with a senior team and premium resources fully customised per client;

Everything starts from an audit and from the strategy we build together with the client, then we decide what kind of resources we involve;

Although we present only one concept of design and branding, we offer multiple checkpoints to ensure we are on the same page.

We only work with a very long-term vision, although we take current trends into account, our vision goes far beyond the near future;

We are extremely organised;

We provide brand communication support after the branding process is complete and we prefer to stay close to our clients for the long term;

Brand audit

It’s like going to the doctor’s: you have some ideas of what goes wrong, but you don’t know exactly how to put it into words. Or you just need an extra opinion about your branding & marketing. Or you’re exploring the idea of a rebranding and you don’t know where to start.

You can choose between an hourly consultation or a full audit. On our audit, you’ll get a document with recommendations, a short plan and ideas to move further within your context.

Branding

You’re starting a business from scratch and you need a partner for your branding. Or you want a rebranding and you don’t know where to start.

We will evaluate your needs and can suggest and deliver communication plans, visual identity, all the way to an end-to-end strategy for your brand.

Social Media Content Strategy

You have everything set up (in terms of branding), but you don’t know how to organise your communication on Social Platforms (Facebook, Instagram, LinkedIn, etc). You want some planning and some strategy for your content.

We’re going to send you editorial plans, content ideas & art direction aligned with your business objectives.

Website content architecture & copy

You want to move further with your online presence and build your own website. Maybe you already have a developer (if not, we can help), but you don’t really know how to organise and structure your content.

We’ll give you mockups with the storytelling & structure of your website, written content and art direction for your visual content. We can alo coordinate the full website development.

Communication strategy & planning

You’ve been running your business for a while, maybe tried a few advertising solutions, but it feels too complex and difficult to manage. Something feels off and you need some structure.

We’ll give you a plan for a full year: where to communicate, what to communicate and in what instances. If you want us to, we can even implement it and take charge of your communication.

Training & education

Maybe you already have a marketing department or someone in charge of your communication and you want to ramp up your team’s expertise. Or you just want to learn new stuff.

First of all, check out our masterclass (workwithbeam.com/masterclass).

Second of all, we’ll train your team on various topics: branding, strategy, design, art direction or project management. Give us a call.

Mostly in the beating heart of Alexandra. Hahah, she’s the glue that keeps us together. But Cluj-Napoca is our home.