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The Brand Transition Story

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At the beginning of 2024, Fortech announced the merger completion with GlobalLogic, a Hitachi Group Company, thus starting to operate in Romania as GlobalLogic.

We wanted to raise awareness of this significant moment in a creative and memorable way while engaging our colleagues from all delivery sites: Cluj-Napoca, Bucharest, Brasov, Iasi and Oradea.

Discover from this article the brand transition story for one of Romania’s largest digital engineering companies with two decades of history and a strong internal community engaged with the Fortech brand by involving the people.

The People

Almost 30 colleagues, together with the former shareholders, who founded the Fortech company 20 years ago, joined us in building this campaign. 

The video, which is also the key element of the entire campaign, was a team effort that combined collaboration and cooperation between colleagues from different departments, the GlobalLogic Romania Marketing team, and the video production team – Komiti.

The Result

An inspirational video that shares a glimpse of how the Fortech company started and, more importantly, what its values are, those that make us look to the future with optimism. The video captured the essence of our colleagues’ experience throughout the years, their raw emotions, creating a lasting impression through an impactful and nostalgic narrative.

But in the end, complemented by supporting visuals, of course, we’ve created an inspirational story that aligns perfectly with the future plans of GlobalLogic in Romania.We don’t know what the future of digital product engineering holds, but we are sure it belongs to the curious problem solvers and bold thinkers who are able to harness cutting-edge tools and techniques in design and technology to create game-changing solutions for the planet.

The Video

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“Fortech’s story began on a December day in a gas station in Cluj-Napoca, when 5 friends decided to start a company. After 20 years of ups and downs, impressive growth and remarkable accomplishments, it joined forces with GlobalLogic, a leader in digital product engineering, thus starting to operate in Romania as GlobalLogic. 

How do you craft a transition campaign for a brand with two decades of legacy and a strong connection with its internal community? We involved that internal community and told the story as it is: exciting, inspiring, challenging, and a little nostalgic, of course. After all, that’s what we are good at – embracing change and being ready to shape a better tomorrow with the power of teamwork. And we are grateful for having such an amazing team!”

Ana Cojuhari, Country Marketing Manager, Romania.

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“Being part of the latest campaign celebrating Fortech becoming GlobalLogic is genuinely cool. It wasn’t especially challenging, but dressing up and seeing the film crew do their thing made it special. It’s the third video campaign I’ve been involved in the past 3 years. But this time, with less makeup, everything felt more real somehow. Overall, the experience was grounded and felt more aligned with the message I personally like to see.

Connecting with a few new folks and sharing a laugh while surrounded by old-school PC monitors was a great way to blend the past with our modern team. It was a memorable experience for me and I’m glad I was included in it.”

Vencel Biro, Engineering Consultant.

GlobalLogic x Fortech Merger Details

On November 21st, 2022, GlobalLogic Inc., a Hitachi Group Company and Digital Engineering Leader, announced that it had signed a definitive agreement to acquire Fortech. On February 7th, 2023, GlobalLogic announced that it had completed the acquisition of Fortech. On January 1st, 2024, the legal merger of Fortech was completed. Starting February 1st, 2024, Fortech, a GlobalLogic company, will fully switch to the GlobalLogic brand and will operate in Romania as GlobalLogic.

Let’s shape together the future of digital product engineering.