A new logo is the easy part to notice. The harder and more interesting story is what made the change necessary. After 23 years, more than 1,100 projects, and solutions used by over 20 million people yearly, here is why Zitec evolved its brand, what stayed the same, and what we stand for today.
Companies usually rebrand to signal that they have become someone new, don’t they? Well, we set out to do something closer to the reverse. We changed how we look so the visual identity would match who we are.
After 23 years, more than 1,100 projects delivered, and digital solutions used by over 20 million people yearly across more than 30 countries, the time has come for a brand identity refresh.
The work had grown more complex over time, the teams had grown more senior, and the partnerships had grown longer, while the identity that carried us through the years was still telling a story we had moved past.
This is a story about maturity and about who Zitec is today. Enjoy the read.
Why now
For years, the way we presented ourselves described a leading local software company, while the reality was an international digital transformation partner working on platforms of national scale, integrating AI where it produces real business results, and entering new international markets.
"For us, this new identity is not an image exercise. It is a reflection of where Zitec is today. We have evolved from building local software solutions to digital platforms used by millions of people and to international partnerships. The next step is to scale that experience into new markets and even more complex projects."
— Alex Lăpușan, Co-CEO and Co-founder of Zitec
The rebrand is the visible layer of a deeper shift, and it arrives at a deliberate moment. Zitec is now a B-Corp organization, having proven consistently high standards in ethical, responsible, and impactful work over two decades of activity.
A new look for a company that has scaled internationally
What it means to be Zitec today
To understand a technology company, it helps to look at what it has built. Our impact shows up most clearly in the industries where our footprint is the strongest:
- In the financial services industry, the platforms we built process more than +40M transactions every year, and support over + €1.2B in yearly processed transaction value.
- In logistics and last-mile, the ecosystems we support orchestrate over +9M users and +135M parcels delivered annually.
- In healthcare, the solutions we developed give +1 million patients access to their medical records and appointments, and empower +50,000 patients with access to telemedicine solutions.
- In the public sector, our work contributes to Romania’s digitalization through PNRR-funded projects with institutions such as the Authority for the Digitalization of Romania and the Ministry of Finance.
- For example, with the Ministry of Finance, we are contributing to the digitalization of state-owned and seized asset recovery, through an integrated online auction and case-management system. The platform supported 55 million sessions with no downtime. Moreover, 1.1 million users have created an account (approx. 15% of Romania's population). The Treasury has collected over 11 million RON from the auctions concluded to date. Goods are selling at almost 31% above their initial evaluated prices, contrary to the assumption that state-led auctions undersell.
- Another example comes from our work with ADR, where we contributed to Digital4All, and e-learning platform supporting +3,000 SME representatives in building advanced digital skills.
- In retail, our solutions stand behind complex omnichannel ecosystems and results like +99.5% uptime for e-commerce operations for our clients.
- In people and performance, Mirro, part of the Zitec Group, helps organizations align teams with business objectives, bringing clarity to goals, performance, and strategy execution. The platform combines performance management, culture, feedback, recognition, internal communication, and surveys into a single intuitive solution. It is used by companies around the world, including McDonald's, eMAG, ProCredit Romania, Hochland, Hyperfy, Lactalis, Kinderpedia, Sameday, and Adore Me.
- Regista, part of the Zitec Group, supports Romania’s public administration digitalization, connecting citizens to 1,200+ institutions through a single e-government account.
These are just some of the pieces of software infrastructure that people depend on without thinking about who made them, which is how good infrastructure should feel.
Behind each one sits the same approach, built around secure and scalable products that simplify complex processes and give people experiences they can trust.
That breadth across all these industries comes from two decades of choosing what’s right even when the stakes are high, then leveraging what we learn in one sector to another.
The pillars our brand stands for
The new identity rests on four commitments, and each one describes something our partners have come to expect from us.
Maturity, earned over 23 years
Maturity tends to be our quiet differentiator, as it’s the one aspect that gives our partners the peace of mind to hand over a complex, multi-year program and trust that the job will get done, on time and on target.
"Zitec's evolution was built with patience, consistency, and a long-term vision," says Simona Lăpușan, Co-CEO and Co-founder. "The company's maturity shows in the seniority of our teams, where more than 35% of colleagues hold advanced or leadership roles, in the depth of skills developed through continuous investment in learning, and in the stability of our client partnerships."
— Simona Lăpușan, Co-CEO and Co-founder of Zitec
Stability in the digital core
In a period of such economic uncertainty, predictability becomes a feature in its own right. Our delivery methodology, our ethical governance, and our deep technical foundations work toward the outcome that matters most, which is projects that land on time, on budget, and in production at 2.65x the industry average (Standish Group CHAOS Report, 34% industry baseline for project success).
We have built our footprint in regulated, high-stakes industries, especially where stability is hardest to achieve and most valuable, such as financial services, healthcare, the public sector, and more.
Before we talk about timelines, tech stacks, or feature lists, we make sure we understand what the project is actually for. We ask questions, challenge assumptions, and help shape the right solution rather than execute the first one proposed.
This approach is grounded in the consultative role our teams take on every engagement.
We understand the market our clients operate in, the needs of their end users, and we come back with proposals that improve the original direction, even when it’s not convenient, and our 96 NPS score measured across our client base goes to show that it’s not just us saying so.
AI, yes – but grounded in reality
We choose technology carefully, based on what makes sense for the product, the business, and the delivery timeline. If something new brings real value, we use it. If it adds noise, risk, or complexity without a corresponding return, we leave it out, and AI is no exception.
Therefore, for us, being an AI-driven company does not mean adding AI everywhere, but knowing where it creates measurable value and applying it in those areas.
We integrate AI when it helps reduce operational effort, automate repetitive decisions, improve speed, or make a product more useful for the people relying on it. When the simpler solution is the better one, we choose that instead.
A good example is our work in SME lending automation for a US-based client. The challenge was not to “add AI” for the sake of it, but to help small teams handle a much higher volume of requests with more speed and consistency. By combining automation, product thinking and the right technical architecture, the solution helped bring eligibility responses down to under 2 hours and gave teams the capacity to process hundreds of requests a day.
Foundations built on a people-first approach
Our performance is built on our people. The high seniority of our teams, the continuity of our partnerships, and the culture we have kept across decades are what allow us to give clients top expertise through the full life of a project.
The result is a stable team that becomes an extension of the client's organization rather than a vendor sitting at arm's length.
The playfulness and realness that defined us early on are still here, and they now share the room with the seniority of a proven partner. Our 95% retention rate is just one of the signs that people agree with this approach and choose to stay working with us, and with you.
And yes, we still love a good old playful note, even when we’re at work.
The foundation under all of it
Being a partner that organizations rely on for critical work takes a proper structure to back it up.
With more than 500 specialists and collaborators, and partnerships with Google and Microsoft built over more than a decade, we have the capacity to deliver complex digital projects at scale. Our Premier Partner status in both ecosystems, backed by over 150 successfully delivered projects, gives our clients early access to new capabilities and direct strategic support.
Alongside our international growth, we are reinforcing our commitment to responsible growth.
Zitec is the first B-Corp-certified Romanian IT company. The certification is awarded after passing the B Impact Assessment, which is a rigorous, international and independently audited evaluation. It looks at how a company supports its employees, contributes to the community, protects the environment and governs itself. The movement spans over 10,700 Certified B Corporations across 104 countries and 162 industries, collectively employing more than one million people.
Being a B-Corp company means we stand by a certain standard of quality, impact, and governance – one we’ll have to keep maintaining and improving, as the certification must be reinforced every three years.
Eventually, the look just caught up
The new identity is live, and it reflects the direction we are building toward:
Technology with real impact, delivered by senior teams and grounded in long-term partnerships.
If you have worked with us before, little of this will surprise you, because you already knew us to be this company and the brand has grown into the reality you experienced.
We’re a technology partner committed to building solutions with impact in business and societies, backed by the same people-first approach we started with in 2003.
Our purpose of using technology to create positive impact has not changed. The standards have not changed. The look has caught up.
