frag

Charting the path to change and corporate growth

Sector

Interior Design

Tools

Process mapping, strategic consulting, internal reorganization, social media, digital PR

Description

With the aim of supporting generational change and fostering corporate growth through the definition of a long-term vision, the project for Frag has become a path targeted at the reorganization and development of processes in both the commercial area and the research and development area, expanding social channels and renewing the company digital image.

Technologies used

Brand identity

A mix of different know-how, including images and words, to enhance and standardize the company image which has led to a logo restyling, the creation of a tagline, and the development of corporate branding.

Website

For the institutional website, the choice was a visually impactful design, accompanied by extensive photographic images featuring a strong presence of human figures, so to convey the company deep social side.

To reach the widest possible audience, the company online presence was optimized through a strong SEO strategy.

A website displayed on an Apple iMac screen shows an interior design webpage featuring two armchairs: one in white and the other in orange. The headline "Ocean armchair" is prominently visible in the center of the screen.

A modern and stylish living room featuring a black armchair, a white-fireplace with a decorative mirror above, and minimalist decor. Text in Italian on the image reads:

Branding

The new company profile, following the previously outlined guidelines and further enhancing them with the creation of coordinated branding, has become a fundamental tool for the company and functional to convey values, mission, and vision externally. It includes concrete examples of the most important works.

A square, red book cover with the number "1921" embossed in large font in the center. The bottom left corner features the word "Frag" in small white text. The background is a plain light gray.

A person operates a sewing machine, stitching fabric. Only the hands and part of the machine are visible, with the focus on the needle and thread area. The background is a red page, emphasizing the subject on the right side of an open book.

Advertising

To support the total makeover of the company image, two advertising campaigns were created: one institutional and one product-oriented, to be conveyed in local publications and further developed versions, depending on the needs of different media.

An iPhone displays a countdown with "-1" against a maroon background. The text on the phone screen and two accompanying maroon squares reads: "Frag," "Salone Internazionale del Mobile Milano," "April 9th-14th 2019," "PAV. 05, STAND D15-D31." The left square shows "-7.

A collage features a modern interior with circular brown seating, black-and-white geometric floor tiles, and round beige ottomans. A smartphone displaying an email from "Petrus" is overlaid, extending from the left to the center of the collage.

Reputation

Continuing to consolidate the company image and values, a brand reputation press campaign was created for Christmas to bring the attention of the public towards the Group and also remember its strong social commitment.

A contemporary living room with modern furniture by Frag. The image features a large black and white photo of a gorilla seated in a sleek black chair. A vase with green flowers and a decorative statue are placed on a side table near a marble fireplace. Text reads: "Frag dal 1921. FRAG. LA FORZA DELLA QUALITÀ.

A modern living room features stylish furniture, including a light-gray armchair, a side table with a teapot, and a textured decor piece. A giraffe stands inside the room, near tall windows and various framed art pieces on the walls.

An elephant stands on a single metallic chair next to a white sofa in a stylish, modern living room. This is an advertisement for Frag, with the tagline "IL PESO DELL'ELEGANZA" at the bottom, emphasizing the chair's strength and elegance.

Content production

To further delve into the Frag world, both from a corporate and product point of view, a series of videos were produced to showcase leather and leather furniture during production, highlighting details, unique premium materials, and artisanal craftsmanship.