pastel is the branding agency for Trust Expert, a 100% Romanian company and a leader in the HVAC field

In a strategic year, aiming to consolidate its presence and reputation in the Romanian market, Trust Expert, a leader in the HVAC domain, chose pastel as its branding agency. Thus, the integrated communication agency oversees Trust Expert’s branding and communication strategy, offering services in creation, BTL, PR, and social media.

By Romanita Oprea

“We’re delighted to have discovered Trust Expert, a benchmark business and an example of best practices that has grown organically over the past 30 years. The strategy we’ve created and are implementing together highlights the business’s healthy vision, principles, and the solid foundation upon which this brand was built. We’re proud to collaborate with an entrepreneurial business that has repeatedly proven to be a trusted partner for international companies whose products they exclusively distribute, as well as for local clients,” says Dana Nae Popa, Owner & Managing Director at pastel.

The partnership between the two entities comes at an anniversary moment for Trust Expert—30 years since the company’s establishment in Piatra Neamț, which has become, over time, a center of excellence in evaluating, planning, and installing HVAC systems. With 35 active employees, over 3,000 products in their portfolio, and a turnover of over 75 million lei in just 2022, the company signed more than 400,000 residential and industrial projects.

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pastel signs the anniversary campaign “What do I want at 30?”

To mark the 30 years of activity, not only from a business milestone perspective but also by creating a deeper connection with the company’s clients and partners, pastel and Trust Expert launched the anniversary campaign “What do I want at 30?”. The campaign concept values the connection between Trust Expert and its audience: a healthy family, a thriving business, or leisure time spent comfortably and securely with friends.

“When I think about the 30 years we’ve been through, I think not only of the company’s achievements but also of the things that made this journey valuable. ‘What do I want at 30?’ is more than just a campaign for us; it deeply reflects our values and aspirations. pastel managed to capture not just our entrepreneurial DNA but the vision we bring to people’s homes. We’re proud of this partnership and highly confident that this first campaign has set the tone for collaboration to bring innovation and inspiration to everything we do,” says Gabriel Anicăi, founder & CEO of Trust Expert.

The campaign runs online and offline through digital campaigns, profile events, or print media communications.

Trust Expert, sustainable and energy efficient air conditioning at high altitudes

Over its 30 years of activity, Trust Expert revolutionized the HVAC system industry, raising quality and efficiency standards. This year, following the partnership with pastel, one of the company’s benchmark projects – the revolutionary heating system installed at Bâlea Lac Cabin – received the visibility and recognition it deserved.

It is about an air-to-water heat pump system at Bâlea Lac Cabin, meant to increase energy efficiency and contribute to sustainability and environmental conservation.

pastel organized a press trip to the location, and journalists learned more about the challenges of such a project, how the heat pumps work, the benefits of implementing a sustainable air conditioning system, and the opportunities for the Romanian market in energy efficiency.

“When advanced technology meets history, the story becomes fascinating and should be shared in an authentic context. Once we heard about the challenges Bâlea Lac Cabin faced since its opening—temperatures dropping below -5 degrees Celsius for eight months a year, no access to natural gas, and no efficient and environmentally friendly heating options—as well as the solution Trust Expert provided to the owners, we immediately saw the opportunity this project offers for increasing the company’s reputation as an innovator of the local industry,” concluded Ana Doagă, Head of PR at pastel.