One brand. Different contexts.

Balance useful information with travel, culture, discovery and personality. The brand should be useful enough to trust and interesting enough to follow. Every post does not need to look like a financial explainer.

How It Works is more structured; Discover Romania can be more expressive. Both belong to the same visual system. The difference is intensity, not identity.

Be useful, friendly, confident and slightly playful. Speak conversationally to the viewer rather than performing a corporate presentation.

YouTube has a stronger educational role. It should feel like “Let me explain how this actually works,” with room for deeper process explanations rather than a formal corporate presentation.

Move from a reason to watch to a clear next action. Give practical details enough room without losing the thread of the explanation.

Use a friendly expert voice: calm confidence, clear emphasis and a slightly slower rhythm than Reels.

The filming environment is part of the Ask For Tax Free identity. It should support both Reels and YouTube with a coherent atmosphere, not simply provide somewhere to place a camera.

Review the principles below before developing the three set concepts. Room photographs and simulations will be added when supplied.

The space should support the speaker rather than compete with them. Keep the environment visibly connected to the identity through the complete composition.

Separate the presenter from the wall and compose the space deliberately. The background does not need a prominent logo in every video; recognition comes from the complete visual system.

Select a small number of relevant elements. Do not turn the space into a branded showroom.

Keep the main environment neutral, warm and clean. Use primary magenta as an accent, with purple and orange as secondary details.

Avoid large areas of intense color directly behind the face when they create visual fatigue or affect skin tones.

Create flattering skin tones and visible separation from the background, with subtle depth and natural-looking contrast.

Prioritize the presenter’s eyes and face. Reels should feel closer and more immediate; YouTube can feel slightly wider and more relaxed.

Choose approachable clothing that separates clearly from the background and works with the brand palette. Branded clothing is not required.

Adapt the framing, pacing and depth to the platform while keeping the brand clear, friendly and recognizable.

Check the person, space and message together. Production choices should reinforce clarity and trust.

Three spaces reserved for future room simulations. Each concept will include its name, a short description and the platform it is designed to support.

Retail communication creates clarity, legitimacy and visibility. Answer quickly: What is this? Can I use it? What do I need to do?

Prioritize location, process, the next action, trust and legibility. These touchpoints need less personality and more function.

Use large typography and a message that can be understood at a glance. Connect travel and Tax Free where relevant, without process-heavy explanations.

Keep functional print structured and let campaign materials become more expressive. Balance information with the brand’s human character.

Prioritize hierarchy, large statements, minimal text and strong data presentation. Use Salted selectively; B2B presentations should rely more heavily on Montserrat.

Carry the same recognizable system across the website, landing pages, mobile experiences and email. Let expression support the information.

Use Montserrat, a clear hierarchy, real numbers and real proof. Reduce Salted, decorative illustration and campaign-style expression.

Templates and production guides will appear here when the files are supplied.