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OVERVIEW

Calligaris has chosen to relaunch its brand with a new power and undiscovered protagonism. The communicative strategy redefinition focuses on a more effective, contemporary and editorial representation of the simple and elegant style which has always been part of the company’s brand personality. According to this project, Nascent helped set the brand strategy and positioning taking care of all the offline and online materials as well as the retail format.

SITE

calligaris.it

YEAR

2013

DELIVERABLES

Brand Strategy & positioning / Corporate Identity / Art Direction / Web Interaction / Retail Design / Exhibit Design

INDUSTRY

Furniture / Design

A MORE PRECISE BRAND CONCEPT

Nascent has developed a thorough analysis of the brand including an accurate study regarding its current positioning. A research project and strategic survey concerning the areas of market identification and its relative competitors, leading to the definition of a positioning open to international markets, with the identification of operational areas which takeoff from a redefinition of the brand dealing with offline, online and retail communication.

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MY HOME NEW CATALOGUE

The project has been implemented via a multi-faceted path: taking over 700 shots was the first step, followed by the redesigning of the “Bible” of the Calligaris world: the “My home” consumer catalogue system.

The result is a magazine-like catalogue, which enhances the product and is able to communicate the new positioning of the brand with immediacy, officially marking a new approach to more contemporary and less institutional customers.

THE INSTITUTIONAL CAMPAIGN

In 2013 Calligaris opted for an institutional advertising campaign, choosing to create four subjects which were representative of the product range and were appealing to the global market. The central theme is a design of stylistic modesty, the hallmark of the brand. Those who choose Calligaris choose Italian design, which is adaptable to personal taste and style and to individual needs.

There is no reason why the dinner table cannot become the perfect meeting table; why can’t a bachelor’s kitchen become the perfect setting for a family breakfast or why can’t a sofa satisfy a younger clientele that prefers clean and sleek lines? This customisation option is evident in the sample showroom divided in half environments; they are “double” rooms where we show different styles which become mirrored images of each other. The claim reads: “Your style, your choice.”

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ON-LINE PRESENCE

One of the most challenging tasks was the redefinition of the company’s online presence. The final result is a revamped website which includes a full product configurator software developed by Lunghezza Donda, an interactive research company.

Entire product collections and details can be visualized in the complete e-commerce section of the website. The customer can view a gallery of proposals regarding company furnishing solutions in the contract area. With a user friendly registration procedure the customer has access to the download area and can find information about prices, 3D files and product details.

FORMAT RETAIL

The retail system is based on two basic statements: framing and layering. Framing is the idea of focusing on a specific range of products by grouping the elements into a determinate visual area.

This creates a figurative and graphic sign where different kinds of products make sense all together in a new dimension of reality. Layering is the assumption through which we can define and characterize different set ups in a non invasive way, creating fluid and communicative scenarios which modulate paths and views.