“Romeu’s future kicks off today,” announced Manuel Boggiero, Romeu’s Digital Transformation Manager, at an online event held last Friday which brought together all the Romeu companies to present the new brand.
The process of renewing Romeu’s image began with the concern to update and slightly modernize the brand, but the truth is that the word group is eliminated, the corporate colours change, and, above all, the ship disappears.
A ship that, for a long time, represented Romeu’s main business, shipping agency, however, with the growth of the business group and the access to other areas of the logistics sector, it no longer represented all the companies that make up Romeu.
Just as in A Christmas Carol, we travelled to the group’s past, present and future since as event emcee Carles Mur pointed out, “this is about moving forward”.
Blanca Romeu, Sales Manager at TIBA Spain, urged us to stop calling the current situation ‘the new normal’ because it is our reality now. However, what we need to do most of all is to forget about the idea of adapting to it. People who adapt do nothing but follow change whereas we seek to lead it. As Blanca put it: “At Romeu we can spearhead the change together.”
Bruno Serrano, our Digital Transformation Project Manager, noted that it is a change which has rather been forced on us. Yet now we are here, we need to leverage it, we need to seize this chance, because we should never forget, as Manuel B. reminded us, that “the only thing which is certain is change and change means opportunities”.
At Romeu we are moving towards…
Manuel led us on a journey into the future and suggested we think about it by writing hashtags to complete the sentence “Here at Romeu we are moving towards #…” The ideas submitted included:
- #CreatingValue from Josep Perpinyà, Romeu Túnez Manager
- #AnInnovationCulture from Víctor Benavidez, TIBA Mexico Manager
- #AFutureTogether from Bruno Serrano, Digital Transformation Manager
The milestone which set Romeu’s course
However, before travelling to the future though not losing sight of it, Gema Argente, Romeu’s CFO, and Gonzalo Jerez, Manager of Transglory Spain, took us back to the past. Gema mentioned the first milestone which set Romeu’s course; the establishment of Evergreen, the largest shipping company Romeu represented in Spain, all the changes this led to and how they always pulled together to move forward. Gonzalo then told us about his experiences which have enabled him to travel as Romeu’s representative and his forecast for an exciting future.
Jose Ramón Arbeloa, Manager of TIBA Iberia, and Blanca Ross, the guest DJ at the event, spoke about leadership and the importance of people and the team. As Blanca said, “all of us are energy, and that energy grows in a group”; maybe “you don’t like dancing bachata, but all it takes is for someone in the team to get you going and you end up hooked.” José Ramón argued that the important thing is “to get out of your comfort zone, where if you dance badly nobody can see you, because in the comfort zone, at the back of the dance floor, you don’t learn anything.”
And who better to announce the change than the Romeu generation which is leading it? Miriam Fábregas, Juan Enrique Yxart, Jose Mª Romeu Jr. and Javier Romeu revealed the new brand and described it.
Miriam and Enrique told us where the idea had been hatched. It was at the last Romeu meeting in Segovia when they noticed that several working groups were starting to advocate it. Indeed, it was something that was already doing the rounds yet until now no one had embraced this great challenge. Jose Mª Romeu spoke about the creative process for the brand, the family meetings, the design thinking, the colourful post-it notes featuring ideas, concepts, values, etc.
The meaning of the new brand Romeu
Finally, Javier outlined the details of the brand’s new image. Far from being incidental, it actually depicts the group’s values: a thick font representing the group’s strength; lines that take us from one point to another, because connecting two points is what we do; and the colour green, because green is life, sustainability, green is contemporary, and of course it is also a small tribute to Green, the milestone which shaped Romeu.
Romeu’s CEO Gonzalo Sanz took up this idea of green, the green of hope, the hope with which we clothe the brand and link it to life. He spoke about the archetype on which the brand is built, the creator, also called the manufacturer or non-conformist, in short someone who does not tag along with change but rather leads it.
Gonzalo wrapped up the event by making another major announcement about the launch of this website.
Here you can find all the companies making up Romeu and every service they deliver along with all the latest news about Romeu and its companies.
Let’s plunge into the new dimension!
Romeu moving opportunities