From VR Services to Romania’s First Immersive Digital Space

Romania VR came to us as a company built around virtual tours and digital representations of physical spaces. The technology was there, but the business had the potential to become much more than a service provider. Our challenge was to identify what that next stage could look like and build the strategy, positioning and brand needed to support it.

We started with a 360° audit of the existing business, looking at its services, communication, current clients and commercial direction. Alongside this, we researched the competitive landscape, analysing more than 12 competitors and taking a closer look at the three most relevant players in the market. One of the key opportunities we identified was that, while other companies were creating virtual tours and immersive experiences, there was room for a more cohesive concept: a digital ecosystem capable of bringing businesses, attractions and experiences together rather than treating every virtual tour as an isolated product.

"Who are we and where do we want to go next?"

That insight fundamentally changed the direction of the project. Instead of simply improving the way Romania VR presented and sold its existing services, we began repositioning the business itself. Virtual tours would remain part of the product, but they would become the infrastructure behind a much broader experience: an interactive and immersive digital space where people could discover and explore cities, while local businesses could gain visibility and connect with relevant audiences.

To make that transition commercially viable, we first had to understand who the ecosystem was being built for. We separated the paying client — the businesses featured within the platform — from the people whose activity would ultimately create its value. We developed audience segments around tourists, residents and businesses researching their competitive landscape, then mapped the types of local companies and organisations most relevant to their needs, from hospitality, retail and entertainment to education, healthcare, wellness, workplaces and tourism.

This audience work became the foundation for the wider business strategy. Rather than opening the platform indiscriminately to any company, we proposed a more curated model centred on relevant, quality businesses and a gradual city-by-city expansion. Cluj-Napoca would become the first market, building sufficient coverage and a strong base of participating businesses before the concept expanded into cities such as Bucharest, Iași, Timișoara, Sibiu, Brașov and Oradea.

We also redesigned the commercial model around this new positioning. Instead of relying solely on individual VR projects, we developed a structured offer combining the initial creation of the immersive experience, inclusion within the platform, recurring maintenance and additional opportunities for visibility and promotion. We defined three core packages, additional services and a lead-generation mechanism, creating a model designed to produce both upfront and recurring revenue while remaining easier for the team to sell and scale.

With the business model in place, we mapped both sides of the customer journey. For businesses, we structured the process from qualification and discovery through familiarisation, package selection, creation, listing and future upselling. For users, we designed a separate journey focused on discovery, exploration, recurring use and eventually community — because the long-term value of the platform depends not simply on the number of businesses listed, but on the traffic, engagement and repeated use generated around them.

Only after defining this strategic foundation did we build the new brand.

We developed Citiverse as the identity for this new direction: a name combining the idea of the city with that of a digital universe. The concept allowed the company to move away from a name tied directly to VR technology and towards one capable of accommodating a much broader ecosystem of places, brands, attractions and experiences — as well as future geographical expansion.

Outcome

The positioning placed Citiverse between expressive and innovative: technologically progressive without becoming inaccessible or excessively futuristic. We defined its brand archetype, tone of voice, mission, vision, values and value proposition around making digital exploration intuitive and connecting physical places with digital audiences. The central proposition became simple: Citiverse transforms cities into interactive digital spaces where people can explore, discover and interact with relevant places and brands, while businesses gain visibility in a more immersive environment.

From there, we translated the strategy into a complete visual direction. We created the Citiverse logo and distinctive symbol by combining three ideas central to the brand — location, street exploration and digital interaction. We developed the colour palette, typography, recurring visual elements, photography direction and guidelines for applying the identity across digital and physical environments. The system was deliberately designed to feel modern and technology-led while remaining familiar enough for businesses taking their first steps towards more immersive forms of digital presence.

The project also extended into the digital product itself. We created the core UI/UX direction for the new website, establishing how Citiverse could begin translating the brand strategy into an actual user experience rather than existing only as a new visual identity.

Finally, we developed a roadmap for the transition from Romania VR to Citiverse. This covered internal alignment, migration to the new platform, business selection criteria, early partnerships, social media, organic and paid promotion, launch communication and the gradual introduction of selected businesses into the ecosystem. The objective was not to launch a new logo overnight, but to give the company a structured path for changing both how the market perceived it and how the business itself operated.

Conclusion

What began as a company selling virtual tours ultimately became a much broader brand and business transformation. We didn’t simply rename Romania VR. We helped define what the company could become next, built the commercial and brand strategy around that opportunity, and created Citiverse as the foundation for bringing that vision to market.