Website and Brand Identity
Radici is a historic textile company based in Val Seriana, specializing since 1950 in the design and production of textile flooring for a wide range of applications, from HORECA to automotive, and even football fields. Today, Radici includes five divisions: Radici Corporate, Radici Carpet, Radici Marine, Radici Automotive, Radici Sport, and Sit-in.
For Radici, we developed a new brand identity while maintaining the existing “Radici” logo, adapting it to the specific needs of each division. We created a distinctive visual identity for every division, ensuring strong visual consistency across the entire brand family. Each sub-brand has its own dedicated website, reflecting Radici’s core values: tradition, style, design, and innovation.
Brand Identity and Visual System
The creation of Radici’s new visual ecosystem began with an in-depth study of the brand’s identity and corporate values.
The project involved a complete restyling of the brand identity, aimed at developing a coherent and distinctive visual language for all divisions, while maintaining a strong connection to both the company’s heritage and its innovative spirit. We produced detailed brand guidelines defining the rules for logo usage, color palettes, typography, and graphic elements.
The main corporate website was completely redesigned, and dedicated websites were created for each of the five divisions. Every website was designed to clearly and immediately convey the identity and values of its division, while preserving overall visual coherence across all touchpoints.
UI & UX Design
Starting from an analysis of the entire ecosystem, we designed an information architecture tailored to the specific needs of Radici’s audiences. The website design process included wireframing for all key pages and sections, followed by the creation of a visual system aligned with the new brand identity and Radici’s values. We carried out a full redesign of the corporate website’s user interface and developed dedicated websites for each of the five Radici divisions.
At the heart of the project lies the user experience, ensuring seamless navigation across sub-brands and product categories.
Coding
The project supported Radici through every stage, from initial concept to final development on WordPress.
We took care of every detail of the website, ensuring each feature was optimized and the interface perfectly reflected the brand identity.
Our goal was to deliver a fluid, consistent management experience aligned with the brand’s specific needs, and to provide an intuitive, modern user experience.
Keyword strategy
To enhance the organic visibility of Radici’s websites, we began by mapping search volumes for topics relevant to the brand, analyzing the site’s previous positioning, competitor visibility, and overall market landscape.
This analysis guided the creation of new pages and text structures optimized for strategic keywords, improving overall SEO performance and positioning.
“With the new brand identity, we’ve built a coherent and recognizable communication ecosystem that enhances our 70-year history and projects it into the future. From the five websites to the brand manuals, every element was designed to support our employees and partners in telling our story, and to help our customers fully understand our values.”
Valentina Gamba, Brand & Marketing Manager Radici
