"ARCA does things for the future, so the association's image must also be oriented to the future", explains Stefan Liute, Grapefruit's strategy manager.

"The parnership with Grapefruit helped us to define our branding strategy, the visual identity change being only its visible result", said Dumitru Popescu, ARCA president.

Under the new visual identity, ARCA will have a new attempt to launch the Helen 2 rocket, its objective: to launch the first Romanian space rocket in suborbital flight and the first flight in international Google Lunar XPrize competition.