Rebranding NGO: Clujul Sustenabil
Summary /
Clujul Sustenabil was a project that arrived with a welcomed element of surprise. While our portfolio spans various sectors, diving deep into the NGO landscape required a shift in perspective. One we embraced because their vision mirrors our own team’s values regarding sustainability and systemic impact. Working closely with the "heart" of this organization (two of the founders, Cami and Marius) we set out to define not just a brand, but a movement that sustains the very city we inhabit.
Brand strategy and creative direction
As always, our strategic journey began with an intensive audit. As lead strategist, ⏹ ALEX conducted direct workshops with the founders, distributed member questionnaires, held live one-on-one interviews, and evaluated the NGO ecosystem both locally in Cluj and on a national level.
This is how the brand looked like when we arrived:
In our search for a metaphor for this project (we believe our portfolio clearly shows how well metaphors can communicate brand values by association) we discovered that „Clujul Sustenabil” was already using a illustration that very wisely mimicked the Mycelium network (the image below). To make sure they are happy with this option, we gave them an (just as good) alternative — but the Mycelium stuck way better. And we were so happy to proceed with this metaphor. Here’s why.
Just as the mycelium is the hidden, discreet (but vital to the life cycle) network of fungi extending underground connecting trees and plants, Clujul Sustenabil (CS) acts as the unseen infrastructure linking various entities within a sustainability ecosystem.
The mycelium facilitates the exchange of nutrients and information between diverse plant species, transforming dead organic matter into vital resources. Similarly, CS serves as a catalyst, facilitating the flow of knowledge, resources, and initiatives between local administrations (providing the legislative framework and infrastructure), universities (offering expertise, research, and innovation), and the general public (bringing engagement, volunteerism, and social pressure). Both entities—the mycelium and Clujul Sustenabil—often operate under the radar, without always being in the spotlight, yet they exert a profound systemic impact.
Just as the mycelium is essential for the health of the entire ecosystem, ensuring its resilience and vitality, CS ensures that sustainability initiatives are coherent, well-informed, and supported on a large scale. CS does not merely initiate processes; it accelerates and sustains them, transforming disparate intentions into coordinated, high-impact actions essential for developing a durable future.
Finally, CS "fructifies" through concrete initiatives and projects that bring visible benefits, just as the mycelium gives rise to mushrooms, releasing the "spores" of positive change into society. In the spirit of recycling, CS does not just implement projects; it continuously reinvests in developing local capacities and creating a sustainable cycle of generating goods. This ensures that accumulated resources and experiences nourish future initiatives, contributing to long-term social "fertility."
Visual system & identity
A strong positioning must manifest itself in the visuals. For Clujul Sustenabil, we translated the mycelium strategy into a minimalist yet striking visual language - using a drawing made by Marius Mornea (image below) and transformed by David Stroe.
we centered the identity on a bold horizontal axis that splits the visuals metaphorically in two sections:
The subterranean foundation: the lower half of both the logot lockup and visual compositions resides "underground," representing the NGO's role as the hidden, but structurally vital network that supports what is above it. It is the infrastructure, the strategy, and the silent catalyst;
The fructification: rising above this line are rhythmic, organic blobs of color. These represent the "mushrooms" or the "fruits" of the mycelium—the tangible projects, initiatives, and community hubs that emerge when the network is healthy. We chose the colors from pigments extracted from actual fungi and mushrooms as to complement their organic contours and add a sense of vibrancy and life to an otherwise structured, geometric system;
We chose a robust, high-contrast sans-serif that speaks to the organization’s authority and reliability. This is paired with organic, textured shapes—like the warm colored "grainy" ovals representing spores—which softens the technicality of the strategy with a comforting, human, tactile feel.
Every visual element follows the logic of the strategy. The result of our branding endeavor is a system where the "line" isn't just a design choice; it's a storytelling thing. Whether on a newsletter or a quarterly report, a partnership or when communicating own initiatives, this line serves as a constant reminder that for every visible success on the surface, there is a resilient, interconnected system of support working tirelessly beneath.
Communication
A common trap for NGOs is trying to become a communication agency. With so many projects to manage, the pressure on internal resources is immense. Our solution was to shift the model from an internal communication system to using ambassadors and influencers for amplification.
Instead of Clujul Sustenabil doing all the talking, we designed a strategy centered on an Amplifier Network. By building a loyal community—nurtured through high-quality newsletters and personalized direct communication—the NGO empowers its partners and members to carry the message forward. This reduces the need for a massive internal comms department and allows the team to focus on what they do best: sustaining the ecosystem.
We also consulted on the recruitment of their communication lead and provided ongoing guidance to ensure the transition from theory to practice.
The journey continues with the development of the new website and the expansion of the "Amplifier" database.
Clujul Sustenabil remains a testament to how a clear strategic metaphor can provide long-term clarity and purpose for an organization that is, quite literally, the roots of our city.
Testimonial
Cami Gui, Clujul Sustenabil:
For me, this process was a complex and challenging one, because it placed an honest mirror in front of our organisation at a critical moment in its becoming. Beyond being an invitation to sincere reflection, it was also an encouragement to finally activate our true potential on all fronts.
Throughout the work with Alexandra and David, we became more selective about what we truly want from our NGO; once the new visual identity was created, it made me personally pay proper attention to curating and communicating everything we develop in our projects.
In addition to their professionalism and their creative, psychology-infused and eclectic working methods, I am grateful to the BEAM team for fuelling and structuring initiatives we had needed for a long time. I sincerely believe that thanks to this new identity, our NGO work will finally be showcased and presented to the world in a clear and meaningful manner, unlocking hidden energies and enabling new partnerships for our ecosystem. It was comforting and also rewarding working with BEAM and starting off a new chapter of our passionate civic work.
Marius Mornea, Clujul Sustenabil:
In the hustle and noise of today's life, slow, reflexive, and deep processes feel strange and unfamiliar. Even if we sweeten them with smiles, good tea, and a friendly atmosphere, analyzing yourself, your values, your team's values, and the emergent way in which these become central to the organization you belong to requires vulnerability, perseverance, and time.
Alexandra manages to guide this sustained effort with firmness and consistency, using a diverse set of tools (from psychological profiles to marketing archetypes). The significant investment of time to know people and the organizational history in depth—though it requires availability, introspective capacity, and patience—produces major benefits in the final phases of the collaboration. The texts end up writing themselves, and Alexandra manages to put into words things you are sure you thought of yourself. A collateral benefit is the questioning of and reconnection to core values, both individually and organizationally.
I recommend collaborating with Beam if you are willing to be authentic and vulnerable, and if you desire a solid foundation for future communication and branding strategies.
Team and thanks
We are grateful to have been part of this branding process of Clujul Sustenabil.
Strategy: Alexandra Crăciun
Visual Design: David Stroe
Client: Cami & Marius (Founders, Clujul Sustenabil)