BRD Culture is the long-term brand platform Glitch built for BRD – Groupe Société Générale, Romania’s most prominent commercial bank. BRD had already been investing in culture for years , music, theatre, film, contemporary art, journalism, education. The substance was there. The issue was visibility. Too often, cultural involvement like this lives in fragments. One event here. One partnership there. A sponsorship credit people register and instantly forget. They came to us to turn that scattered presence into something people could actually recognize, remember, and connect back to BRD. Not just as a bank that supports culture, but as a brand with a real cultural point of view.
BRD Culture: The Platform Strategy
The challenge was not simply to say that BRD supports culture. Lots of brands say they support culture. Usually from the sidelines. Logos on posters. A line in a press release. Very little emotional voltage. So we went looking for a sharper truth and found it in the effect culture has on people. Culture does not just entertain. It opens. It opens minds, worlds, imagination, perspective, other people, new experiences, even new versions of ourselves. That became the platform: Cultura ne deschide. A line broad enough to carry the whole cultural pillar, but pointed enough to stay memorable. It also gave BRD something more valuable than a campaign slogan. A long-term communication structure. One that could unify very different initiatives, speak to broader and younger audiences, and create stronger association between BRD and the cultural life it helps make possible.
What makes the BRD Culture platform work is its elasticity. The short signature is intentionally concise, not because it says less, but because it leaves room for continuation. Culture opens what, exactly? The mind. The world. Imagination. Perspective. Other people. Taste. New experiences. Us. That expandable logic gave the campaign both consistency and freedom. It could speak in general brand terms or anchor itself in specific cultural moments, disciplines, and events. It also helped reposition BRD’s cultural communication away from the polite, institutional tone that usually comes with this territory. The idea was to build something art-driven, bold, and unmistakably distinct from the bank’s commercial messaging. Not a campaign placed on top of culture, but a cultural product in its own right.
From there, the BRD Culture campaign expanded into a visual and communication system built to travel across formats and contexts without losing force. For the 2025 image campaign, we collaborated with artist Sașa Lazăr, whose illustrations gave the platform its own charged, contemporary atmosphere. Music, theatre, film, contemporary art, BRD’s own cultural entities like Scena9 and Rezidența9, all of it could live inside the same world. The rollout was designed as a real ecosystem: OOH and DOOH, BRD owned media, branch windows and tower façades, event kits, digital and TV video, landing pages, PR and social amplification, special projects, merch, artist videos, and on-the-ground cultural touchpoints. The result was not just visibility. It was unity. Less sponsorship wallpaper. More platform. More authorship. More public presence. You can explore BRD’s cultural vision at brd.ro.
The BRD Culture project is a landmark example of how Glitch Studio approaches brand strategy for commercial clients with cultural ambitions. It required the same conceptual rigour we apply to social and self-initiated work, combined with the communication precision that major campaigns demand. For similar projects and thinking, explore our full portfolio or visit the Glitch Library for the design references that shape our approach.
Credits
Creative direction
Dan Stănescu
Strategy
Sonia Panait
Dan Stănescu
Project management
Domnica Stuparu
Graphic Design & Art Direction
Andrei Nicolescu
Illustrations
Sașa Lazăr
Animations
Studio VÂNĂ
