MITP Awards

Rebranding: Brand Research & Brand identity

More Than a Name Change: How the MITP Awards Rebrand Solidified Its Position as an Industry Authority

After years of growth and solidifying its reputation in the tech landscape, 2025 marked a significant evolution for Moldova Innovation Technology Park (MITP) and its annual awards. The initiative was rebranded from the Moldova Innovation Awards (MIA) to the MITP Awards—a strategic move to assert its authority and become the definitive celebration of excellence in the industry. The challenge was to forge a new visual language—one powerful enough to stand alone as a symbol of courage, yet clearly connected to the parent brand’s DNA. This project marked the latest chapter in a long-standing partnership, building on the success of our 2021 rebranding of MITP itself and the creation of the original MIA identity in 2023.

Brand Research & Consultancy

This was not merely a name change; it was a strategic declaration of market leadership. The market's perception had caught up to reality: MITP's foundational role as the industry's cohesive force was now widely recognized, cementing its position as the primary observer and evaluator. They needed to project this newfound authority. Our brand consultancy focused on channeling this strategic shift into a comprehensive rebranding that would communicate strength and leadership. The goal was to create a clear distinction between MITP's role as a facilitator of growth and the Awards' role as a celebration of success, while ensuring the prestige of the former was transferred to the latter.

Brand Personality

The personality of the MITP Awards brand was envisioned as powerful, dynamic, vivid, and alive. It needed to be assertive and confident, reflecting MITP's position as an industry leader. At the same time, it had to be inspiring and celebratory, capturing the energy and excitement of innovation. The brand's voice is one of authority and expertise, balanced with a tone of admiration for the courage and achievements of the innovators it honors.

Brand identity system

To build the new identity, we looked to the core of the MITP brand we had previously developed. We extracted the key visual element—the triangle—and reinterpreted it to serve as the foundation for the MITP Awards. While we kept the original MITP font and color palette to maintain a clear visual lineage and ensure brand recognition transfer, we stripped away all other elements. This minimalist approach allowed us to create a distinct, yet related, visual system. The result is a brand identity that feels entirely new and energetic, yet reassuringly familiar, perfectly balancing independence with its connection to the parent brand.
At the heart of the identity's graphic language is a visual metaphor for the innovation process. The system uses a sequence of shapes, evolving from a rounded form to the final sharp triangle, which gives the identity a feeling of momentum, articulating the journey from a nascent concept to decisive, forward-moving action.
Partially inherited from the parent MITP brand identity, the color palette was adapted to be more vibrant and celebratory. The two core gradients—a dynamic magenta-to-orange and a warm orange-to-yellow—create a sense of energy and optimism. Set against a deep, dark navy, these vivid colors feel inherently digital and active, perfectly capturing the innovative and forward-thinking spirit of the awards.

New brand logo

The centerpiece of the new visual brand identity is the triangle, aptly nicknamed the "play button" by the client. This simple geometric shape is imbued with meaning, symbolizing forward momentum, action, and progress. Its clean lines and sharp angles give it a modern and technological feel, while its inherent dynamism makes it a versatile and expressive tool. The logo is a testament to the idea that a strong brand identity doesn't need complexity to be impactful.

A Living Brand Identity System

The true strength of the MITP Awards identity lies in its dynamism. This is not a static brand; it's a living system designed to adapt and evolve. The core triangle element can be used in multiple ways to convey different facets of the brand's personality. When filled with the brand's vibrant gradients, it appears solid, strong, and foundational. When used as an outline, it becomes a light, energetic, and fast-moving element. This flexibility allows the brand to have a varied yet consistent visual presence, keeping it fresh and engaging across all applications.

Dynamic brand identity application

The visual system for the MITP Awards is designed for versatility. From digital presentations and social media to physical event materials like banners and trophies, the identity is applied in a way that is both consistent and contextually appropriate.
The use of blurred, moving graphic elements suggests energy and transformation, reflecting the very nature of innovation. The identity comes to life in animations and digital applications, where the "play button" can guide the viewer's eye and create a sense of forward motion, reinforcing the brand's core message of progress and celebration.

result

The new brand identity for the MITP Awards was unveiled at the Moldova Digital Summit 2025 and was met with great enthusiasm. The project stands as a testament to the trust and strong collaborative relationship we have built with our client over the years. It also serves as a prime example of how a well-crafted core brand identity can serve as a robust foundation for future projects, allowing for the creation of distinct yet connected sub-brands. The success of the MITP Awards identity reinforces the client's confidence in our work and demonstrates the real-world impact of a successful strategic rebranding.

Startup & Innovation Awards Rebranding Case Study — MITP Awards. Brand Research, Brand Consultancy & Brand Identity.

Project details

Client: Moldova Innovation Technology Park (MITP)


Project Year: 2025

Country: Republic of Moldova

Client Industry:

Startup & Innovation Awards Festival / Government organisation

Deliverables

  • Brand Research
  • Brand Consultancy
  • Visual Identity
  • Rebranding
A big shoutout to our partners at Qontora Design, who helped us in crafting this identity design.

Cuza Vodă

Brand Strategy, Communication Strategy & TV Commercials
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Out Of Stock Digital (Switzerland)

Brand Research, Brand Personality, Brand Identity, Brand Consultancy
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