It's all about people: Dochita Zenoveiov
A teacher by vocation and an active brand strategist since 1999.
Meet our member Dochita Zenoveiov, founder of INOVEO, Romania
Where does a strategist’s inspiration come from?
From people, first and foremost, the factory visit, the founder’s story, the workshop with the entire team. Then from memory: reading, children, travel, flowers, trees, and animals that explain branding better than any manual.
What is your favorite tool in strategy work and why?
The brand workshop. That’s where breakthroughs happen.
What are your core values at INOVEO?
Education is one of our core values. We believe that by sharing in-depth conversations about branding projects in the public space, we can inspire other entrepreneurs to understand the real value of a brand built through a strategic branding process beyond pure design work, even though design remains essential.
That’s why we created BrandTalks - an educational platform where, once the branding phase ends, entrepreneurs pause and reflect. They talk about business, beginnings, doubts, and experiments; about teams, leadership, and resilience; about hardship and the quiet joy that comes when things finally work.
Why did INOVEO initiate #BrandTalks?
We wanted to hear directly from our clients, across the years, from 2007 to 2025, what branding has truly brought them, both in the long term and immediately after rebranding.
What would you like EPDA members to take away from #BrandTalks?
To gain a sense of what entrepreneurs in Romania are like and to take from it what they need: for some, the reassurance that things may be easier for them; for others, the realization that stories are more similar than they appear. For us, BrandTalks is both an award and a gift, as we have the privilege of working with optimistic people who build.
Fun fact
I like exploring where an idea comes from and what holds it together. I have many ideas: some turn out exactly as I imagined, others take a different shape along the way -and I often enjoy them even more.
Proof? I graduated from a pedagogical high school and taught for exactly two weeks. I studied foreign languages and worked in the field for one week. In 2006, I worked with Landor and fell in love with their branding methodology. The rest is a long story - perhaps one day told at #BrandTalks.
Hobby or interest
Taking photos of flowers on weekends. Cycling. Attending book launches, where you discover the story behind the book or its translation. Rummaging through things - digging through my parents’ drawers and uncovering the stories behind different objects. Spending time with my parents.
Favourite colour combinations
Checked blue, like a school uniform (one I used to have). It takes me back to school; to moments that require calm, focus, and deep concentration. Pink and orange for when I need energy.
If you were an animal, what animal would you be?
An owl that listens in all directions and then locks onto its target.
Highlight of being a member of EPDA
I discovered EPDA in the first days of January 2014. A few days later, some of you woke up to emails from dochita@inoveo.ro about a project I cared deeply about - which, of course, had other plans.
What remained matters more: EPDA became a mirror I return to from time to time, to check whether what we do in Romania truly aligns with what we believe we do.
Is there a moment you’ve experienced that you’d like to share with EPDA members?
Yes. Last year, at the Romanian Post rebranding launch, I truly understood the value of a professional community when the outside world turns harsh. The backlash was a tough lesson - even though we knew we had done everything right and had invested more effort than in any other project.
