Gruppo Florence, a new image and website to consolidate the positioning of a big group
Brand experiences
Fashion and Apparel
Gruppo Florence
2023
Challenge
Redesigning the corporate website with the aim of narrating the Group with a distinctive identity that can position it as a cutting-edge innovation hub and bring out the mission of protecting the “Italian Value” of the manufacturing world through its laboratories.
Solution
The new website is a true digital ecosystem that positions the new, growing Group by combining a content strategy — through the dynamic use of typography — with a mix of graphic assets that give movement without dirtying the clean and elegant identity.
Impact
The new communication strategy with this website as the main channel has the potential to have an incrementally positive impact in terms of raising awareness of environmental (e.g. “Auxilium” projects) and social (e.g. “Academia” training initiatives) sustainability issues.
The aim of our collaboration was to give the new group a distinctive identity and bring out:
1. The mission of protecting the Italian value of the manufacturing world through Gruppo Florence’s laboratories. The “Manufactura” section contains the websites of each, narrating in the articulated variety of historical and established realities with coherent language;
2. The positioning as an innovation hub at the forefront of services offered to customers and companies: “Auxilium”, “Academia”, and “Enzyme” represent the keystones of the Group’s offering.
We supported Gruppo Florence with a comprehensive strategic eye: the new website is a storytelling project that concretizes the group’s positioning and communication strategy into a single digital touchpoint. An articulated and ambitious project that came to life thanks to a multidisciplinary team of complementary professional profiles: content, UX, UI, and visual designers, as well as developers and SEO experts who designed every single aspect of the narrative experience. Gruppo Florence’s complex ecosystem also required listening to and coordinating the various players involved in this project, including the Group’s management, creative direction, and entrepreneurs. The need was to enhance the characteristics of each identity without losing narrative uniformity.
Thanks to the team’s dedication and expertise, every aspect of the storytelling experience has been carefully designed to provide users with an engaging digital experience of the highest quality.
The challenge of the content strategy was to tell the positioning of a unique reality characterized by the variety of laboratories, emphasizing their uniqueness and diversity. The work involved collecting, organizing, re-elaborating, and creating a huge amount of information with the aim of making the experience immersive and engaging.
Visual cleanliness, lettering that becomes images, and a square shape that regulates each module on the screen are the foundations on which the concept was built. The result is a world of light in which white and typography are the absolute protagonists: typographic compositions in which two apparently contrasting font families merge into a distinctive language that represents the two souls of Gruppo Florence: on one hand, manufacturing with hi-tech craftsmanship and technology represented by a geometric linear typeface; on the other, a graceful font with a modern matrix evoking the typical flavor of high fashion and luxury.
A combination of MAIZE’s multi-disciplinary and strategic thinking and the client’s continuous sharing and updating of objectives produced storytelling with a differentiating and unconventional identity.
