Why redesign a corporate web without losing brand name?
Redefining a corporate web as a brand already has its way means making decisions with criterion. It’s not about breaking with the past, but about making it visible and relevant at present.
In these projects, true value isn’t about changing but about knowing what elements should be evolving and what should be maintained to preserve the brand’s identity.
The challenge of modernizing a company with more than 40 years of history
In the case of Franc Mobiliari, the challenge was to modernise his digital presence without elucidate what has been his definition for decades: quality, professionalism and closeness.
Redesign had to respect the brand’s roots and at the same time project them to the future with a web capable of communicating its path, its positioning and its differential value in an increasingly demanding digital environment.
Franc Mobiliari: When the experience isn’t reflected on the web
Franc Mobiliari has been designing functional, comfortable and character work spaces for more than four decades. Nevertheless, his earlier website did not reflect that soundness and his accumulated experience throughout the years.
The digital presence was lower than what the brand really represented, generating a distance between product quality and online perception.
A solid brand that needed a high-level digital identity
The assignment had a clear aim: to build a digital identity consistent with the company’s actual path, capable of passing confidence, order and professionalism from its first impact.
We face an integral transformation that involved:
Updating the corporate image. Unify the visual universe of the brand. To create a clear, usable and strategic web.
How we propose the corporate web redesign project
Before designing, it was necessary to define the approach. At Creactivitat we understand web redesign as a strategic process, not as a simple aesthetic cape.
We start with an in-depth analysis of the brand’s positioning, its commercial targets and its users’ expectations. From there we define a web designed to strengthen the brand, generate confidence and facilitate conversion.
The design had to be a result of the criterion, and not the other way around.
Strategic design rather than visual design
Before we make visual decisions, we work with the concept, architecture and account of the web. That approach allowed us to ensure that each element had a clear function and brought real value to the user’s experience.
Clear objectives: positioning, confidence and conversion
The whole project was built around clear objectives: to place Franc Mobiliari as a reference for the sector, to transmit credibility and professionalism and to turn the web into a useful tool for generating contacts and commercial opportunities.
Graphic and web design aligned with industry language
The next step was to build a consistent and easily recognizable visual system. We analysed what elements of Franc Mobiliari’s branding should be evolving and what should be preserved to preserve the essence of the brand.
From this analysis, we have designed a solid graphic system, applicable to both the digital and physical environments.
Visual coherence in all formats
The new visual universe was defined with criterion and consistency:
A sober color palette with contemporary accents. Updated typography to transmit soundness and modernity. Graphic resources adaptable to different formats and channels.
That coherence guarantees a unified and recognizable branded image at all contact points.
A B2B aesthetic that communicates quality and professionalism
The web design was put forward to speak the language of the B2B sector: order, clarity and attention to detail. The esthetic does not only meet visual criteria but strengthens the perception of quality and professionalism that defines Franc Mobiliari.
That approach allows the brand to transmit confidence from its first impact and to maintain visual communication with its positioning.
Web architecture and usability thought for the actual user
One of the pillars of the project was usability. Before redesigning any visual elements, we analysed how users acted on the previous web and what tours were more efficient to get to contact or conversion.
The new architecture of the site prioritizes clarity and functionality with a structure designed to guide the user naturally and intuitively.
Organize contents to facilitate navigation and conversion
We organize the contents in a simple but powerful structure, based on actual needs:
We, to transmit history, values and experience. Products with a visual catalogue organized by category. Services, detailing solutions such as interioring, ergonomics or assembly. Projects, showing actual cases applied. Contact, accessible from different strategic points.
The goal was clear from the start: to make the essentials easier and to create a digital experience consistent with the quality and professionalism of the brand.
Technology and performance: a long-term thought-out web
A corporate web should work well today and be ready for tomorrow. That’s why the development of Franc Mobiliari’s new website was put forward with a long-term vision at both technical and strategic level.
The platform had to be stable, flexible and easy to manage without compromising performance and growth capacity.
Scalable, self-managing and optimized platform for SEO
We have developed a solution that meets these key challenges:
Responsive, optimized for any device. Self-manageable with an intuitive CMS for non-technical equipment. Scalable, ready to grow at the company’s pace. Optimized, fast, light and ready to place itself in search engines.
We also put in place technical improvements and analytics tools to measure the performance of the new website and its actual impact on the business.
Conclusion: Redesign to evolve without losing the roots
At Creactivitat we believe that every project is an opportunity to better tell a story. And that of Franc Mobiliari deserved a digital platform up to his path.
That redesign isn’t just a visual change. It’s a statement of principles: the usual quality with the tools of the future.