A journey that links tradition and innovation.

Business enterprise with a centuries-old tradition which brings the artisanal
Made in Italy heritage in the international scene.
To the knowledge handed down through generations, Callesella
adds research and innovation, in order to realize customized interior designs.

A journey that links
tradition and innovation.

Business enterprise with a centuries-old tradition
which brings the artisanal Made in Italy heritage in the
international scene. To the knowledge handed down
through generations, Callesella adds research and
innovation, in order to realize customized interior designs.

Intro Project

Taken into consideration the specificities of a Brand capable of matching the client’s requests with custommade projects, we prospected a communication journey. The opening of the Social Channels was just the basic assumption for the creation of an online infrastructure capable of sharing the Brand’s values and image.

Concept

The study of the profiles of the customers was very important for designing the editorial Pillars for the
Marketing strategy. Once we detected the presence of a diversified demand, in terms of complexity and requested level of customization, we assigned a different Target for each channel, adjusting the exposition of the arguments on the Tone of Voice of the platform.

Idea

The Storytelling’s creative development is intended to elevate the combination Callasella-raw material to common denominator of the different editorial lines. Wood turns into narrating voice, marking the beats of the processing steps. The processing turns almost into a tale, in which nature, experience and progress all meet.

Explanation

The decision to plan a publication schedule aimed
to evoke emotions reflects a precise strategic will: to
identify in each product catalogue a different chapter
of a story, in order to increase its value thanks to
“human” values such as taste, tradition and design.

Once the proposal of expressive formula for the
Management of the channels was made, we took
into consideration the relationship between Socials
and commercial activity.

What was clear to us was the need to link the
communication on Socials with the activities
planned for the Web and the commercial side.
We succeeded in creating new Leads, thanks to
the combined action of ADVs, special formats and
dedicated Landing Pages: this was useful for
supporting the presentation of product catalogues
and client services. The internal Visual Design
LAB took care of the realization of editorial plans
and the development of wireframes and mockups for the landing Web pages.

Web Design

Landing Page

Concept, graphic design and adjustment to the formats
for Desktop/Mobile for an Online Landing Page. The
goal: gathering contacts for future Retargeting actions.

Emotional Branding

Innovation of the editorial Formats, in a
sector that traditionally attributes more
importance at the product.

Commercial support

The Social Media Management offers
versatile means of communication and makes
it possible to operate on the same temporal
horizons as the sale/promotion area.

Two-way communication

The dynamic nature of the Online dialogue
makes the customer assistance easier in every
Touchpoint. Users have also the possibility to express
their own opinion on collections, guiding the stylistic
direction of the successive launch.

 

Recap

The variety of actions taken for the Brand was the origin of
its presence on Socials. This is the reason of the long phase
of planification of the Online architecture, and it anticipates
the results in the platforms.

Brand Identity - Color

When history tends towards future, a transition
that links these two moments takes place. This
was the starting point for Callesella’s color palette.
Black, representing a formal history, becomes vibrant,
expressing the transition towards modern mentality.
Progress encourages a change in the brand’s culture,
still strongly linked with history. Here comes the white,
which completes the metamorphosis and provides a
present which has in the dialogue its base.

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