MetaDesign Develops Online Brand Appearance for iGuzzini

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The leading lighting specialist sharpens its profile

As what typically occurs with busy, innovative companies, the iGuzzini website had grown organically for 10 years. Recognizing this and looking to create a fresh approach to their digital and social media needs, iGuzzini asked MetaDesign to develop a new online concept for their brand.

A company established in 1958 from family entrepreneurs, iGuzzini are experts in the 'culture of light.' This role distinguishes them from their competitors through their offer of expertise far beyond the purely commercial, and strategically positions them as thought leaders within the lighting sector.

MetaDesign developed different scenarios on how to visually translate the thought leadership of iGuzzini into an appealing, modern and user-friendly online experience. A content approach was developed which reorganized information into five simple, logical themes. A page structure was then created allowing engaging content to become immediately visible.

Having completed some the world's most prestigious lighting projects and with an immense portfolio of award-winning products, the website had to stimulating and compelling. The new site design is dominated by striking image stories, which through the use of expanding functionality and image carousels, allows the user to dig down into complex detail. The right side area - defined by the iGuzzini core brand color orange - is dedicated to a selection of user-friendly tools for finding information and navigating quickly. A soft rainbow palette color-codes the five topic themes throughout the rest of the site.

With an extensive presence it was also important for the new site to be multilingual and provide subsidiaries with the opportunity to display their own material. The solution was to allow localized content to be prioritized over global content within the CMS while retaining the integrity of the single global design solution.

Piergiovanni Ceregioli, Research Center & Communications Director at iGuzzini and responsible for all online projects, comments “For iGuzzini the new website was a big, brave move that reflects what our brand stands for today. We are glad that MetaDesign were there once again for this journey as the end result is very convincing and we are proud of it.”

About MetaDesign
MetaDesign is a global branding firm with offices in San Francisco, Beijing, Berlin, and Zurich. MetaDesign creates brand strategies, identity systems, and digital interfaces for emerging businesses, cultural institutions, and global enterprises, including the San Francisco Ballet, Sony, Four Seasons, and McAfee.

About iGuzzini
iGuzzini was established in 1958 and produces indoor and outdoor lighting fixtures. It is the Italian leader in technical and architectural lighting and ranks amongst the leading companies in Europe. iGuzzini is part of Fimag, a holding company that includes the companies of the Guzzini Group, that is Fratelli Guzzini, iGuzzini and Teuco. iGuzzini is headquartered in Recanati, in the Italian region known as The Marches.


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Sean Ketchem
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