For TeraPlast's 2021 anniversary, KADD created the campaign concept and graphic execution: a DNA spiral built from the very elements at the core of the business.
Client
TeraPlast
Year
2021
Context
125 years in business
KADD delivery
Creative concept and graphic execution
THE CONTEXT
An industrial anniversary, told through people.
TeraPlast was marking 125 years in business. The goal was not a simple retrospective, but an expression of continuity: accumulated experience, high standards and the way the company's people make things work together.
KADD developed the creative concept and graphic execution. We looked for one memorable symbol connecting people, product and company character.
DNA carries the information that defines an organism. In parallel, people, departments and the connections between them define how a company functions.
The DNA spiral became the bridge between the human component and TeraPlast's industrial core.
FROM STRATEGY TO FORM
Every visual detail has a role.
01
Structure
The double helix provides an immediately recognisable metaphor for continuity, heritage and information passed forward.
02
Material
The helix is built from orange and grey pipes and connectors, turning the product into a distinctive campaign sign.
03
Connections
The connectors visualise relationships between people and departments: the elements that make the system work coherently.
THE LINE
It is in our nature to do things well. For 125 years.
The Romanian word “firea” speaks simultaneously about character, standards and continuity. The line is culturally familiar and can be understood in seconds.
AN ADAPTABLE VISUAL SYSTEM
The same idea, coherent across formats.
The compact composition adapted to horizontal and vertical outdoor formats without losing its visual signature.
Panoramic format — message, symbol and brand signature remain legible as one system.Vertical format — the hierarchy reorganises while the idea remains complete and recognisable.
WHAT KADD DELIVERED
Concept and execution, in one system.
Anniversary creative concept
Metaphor and visual direction
Campaign line
Key visual construction
Graphic execution
Multi-format adaptations
THE CREATIVE OUTCOME
An anniversary showing what holds the company together.
The campaign transformed a chronological milestone into an idea relevant to TeraPlast's identity: experience does not exist separately from the people, products and connections that built it.
The result is a clear, ownable and recognisable visual platform capable of preserving the same story across proportions and contexts.
HAVE A MILESTONE TO TURN INTO A CAMPAIGN?
We build the idea that makes the anniversary relevant.
We start with the brand truth and turn it into a concept that can be executed coherently, from the message to every visual format.
