For the Genius repositioning campaign, we developed a visual direction with a strong focus on the idea of local. The line “E Genius de bine în oraș la tine” became the core of a modular typography system that could flex and adapt to any city in Romania—whether it’s Făgăraș, Roman, or anywhere in between.

We crafted a modern, eye-catching layout built on a simple but effective formula: bold typography + character + key benefits in high-contrast geometric shapes + a background that grounds everything in the local city vibe.

The result? Something fresh, playful, and super eye-candy.