VALT: Repositioning for what’s next

Objectives

Background

Founded in 1975 in the heart of Valtellina, Valt started as a small local paint shop and gradually expanded its offerings and geographic reach, steadily establishing itself in the lightweight construction sector.

Today, the company primarily serves artisans, businesses, designers, and builders, combining a solid craft tradition with a constant drive for innovation, all while staying true to the core values that have always guided its vision and development.

Purpose

The project stemmed from the need to reposition the Valt brand, supporting its transition from a local business into an enterprise capable of managing larger-scale, more complex projects, in line with the company's own growth and evolution.

The goal was to build a cleaner, more contemporary visual and communicative identity, capable of clearly expressing the brand's values, strengthening customer relationships, and improving the usability of product and service information, making the overall experience more coherent and accessible.

At the same time, the project aimed to reinforce internal governance and optimize operational and commercial performance by defining clear processes, efficient organizational workflows, and measurement tools to support long-term growth and development.

Method

Organizational structure

Objective

To revise the organizational model for better scalability, enhancing internal management clarity and transparency, defining roles, decision-making processes, and shared workflows to improve team coordination and daily operational efficiency.

Solution

We developed an updated organizational chart to clarify roles and responsibilities and formalized key operational procedures to standardize processes and consolidate the company's internal operations.

Change management activities involved identifying key figures and hiring new profiles to lead strategic areas for tier 1 customers, aiming to strengthen the company's positioning in the systems provider market. In parallel, we began reviewing and optimizing internal processes to support the new organizational framework.
A Model 231 was also drafted to identify risk areas and establish preventive measures, ensuring compliance with current regulations and promoting transparency and integrity. To support this approach, dedicated whistleblowing procedures were implemented to guarantee a work environment based on integrity and ethics.

Brand

Objective

To strengthen the brand identity, making it more recognizable, contemporary, and aligned with the value perceived by customers and partners. The goal was to move away from the legacy of plastic claddings (represented by the name Valt Plastic) by promoting a brand that embraced new market dynamics.

Solution

The repositioning was addressed through a soft rebranding that refreshed the visual identity without breaking continuity with the brand's history. This approach allowed us to enhance existing distinctive elements, making them more contemporary and instantly recognizable.

The new brand narrative was translated into clearer, more professional corporate presentations and institutional materials, effectively communicating the company's vision, values, and strengths.

The work spanned both digital and physical channels: from a new website designed to express the brand identity more functionally and strategically, to sales and marketing collateral materials designed to support customer dialogue, and communication activities aimed at strengthening visibility and reputation in the market.

Marketing

Objective

To strengthen Valt's digital presence and improve communication with its various target audiences, showcasing projects, solutions, and key brand themes such as innovation, sustainability, and quality.

Solution

The intervention involved a review of existing digital channels and the development of a coordinated strategy integrating social media and email marketing. This led to the optimization of social accounts, the definition of a structured editorial plan, and the creation of content consistent with the new visual identity.

Simultaneously, the website was integrated with the email marketing service, setting up the framework for future mailing list and lead management. This establishes the foundation for a seamless flow between digital presence and direct customer/partner communication, to be activated in upcoming campaigns.

Output

Identity

Logo

Analysis of the previous logo revealed several limitations affecting its effectiveness and recognizability, particularly poor legibility and a lack of flexibility for digital applications.

The new logo maintains a connection to the brand's heritage while achieving greater distinctiveness through the use of oblique and vertical geometric forms: the result is a minimal, linear visual identity that evokes concepts of verticality and innovation.

For use across different contexts, an icon was derived from the logo's distinctive oblique components, creating a versatile pictogram that remains effective even at small scales.

The brand shed its historical association with "Plastic," adopting a name that better reflects its contemporary values and commitment to environmental sustainability.

Colors and typeface

The work on the color palette and supporting visual assets established a coherent and distinctive visual language that reinforces the brand's solidity and reliability, strengthening its impact across all touchpoints.

The chosen typeface is a Swiss-style sans-serif, selected for its high legibility and range of weights, making it extremely versatile for both digital and print applications.

Packaging

The work on visual identity extended to packaging, with the design and production of print-ready artwork for buckets, bags, and cans. Each element was meticulously crafted to ensure consistency with the new brand image and enhance product recognizability, while maintaining clarity and functionality in technical information.

Website

The new website was designed to better showcase the product range and streamline the user experience, making the connection between the company and its customers more immediate. The platform also integrates a content management system that simplifies the internal team's work in updating content and technical information.

To offer clear and intuitive navigation, the site structure was reorganized into two main sections, one dedicated to products and services, and the other to corporate information.

The pages strike a balance between compelling imagery and descriptions accessible to non-experts, alongside always up-to-date downloadable technical datasheets.
The commercial offering was also rationalized: the four existing systems were integrated into a new "Solutions" section, clarifying the value proposition and making it easier to navigate the different application areas.

The Services and Store sections highlight Valt's solutions and local presence, while the Corporate area reflects Valt's connection to its history and territory, integrating its vision and sustainability goals.

Finally, the Projects section was designed as a key tool for the sales team, showcasing projects that best represent the quality of Valt's solutions and the brand's ability to meet customer needs with flexibility and innovation.

Sales and Marketing collateral

The communication strategy employed an integrated approach to clarify Valt's offerings and strengthen relationships with its diverse audiences.
We produced a new product catalog and an updated price list, tools designed to support both customers and the sales network by providing immediate access to up-to-date, easy-to-consult technical information.

Compliance and sustainability

To enhance transparency and internal accountability, a Model 231 and a new Code of Ethics were introduced, ensuring regulatory compliance and behaviors aligned with principles of integrity and ethical conduct.

The Model 231 formalized risks and procedures, creating a control system that protects the company and guides daily decision-making, while the Code of Ethics reinforces shared values and promotes a culture of responsibility.

This framework is supported by a new whistleblowing system, providing employees with secure, confidential channels to report irregularities, ensuring protection and full compliance with regulations; a choice that strengthens internal trust and commitment to transparent and correct management.

As part of its evolution, Valt also embraced a broader value set oriented towards sustainability, guiding the company to align its strategies and processes with the 17 UN Sustainable Development Goals. This commitment translates into concrete, ongoing initiatives aimed at generating value for the business, its people, and the environment.

Online communication

A strategic editorial plan was developed following an analysis of the existing social media channels that covered visual assets, information, content, publishing, and engagement.
Accounts were then updated and optimized with unified information, platform-specific content, and custom graphic templates, all managed through centralized publishing tools.

On LinkedIn, the goal was to strengthen the brand's positioning as an innovative leader, promoting products, solutions, and case studies to drive engagement with customers, designers, and partners. On Meta platforms, the focus was primarily visual, using high-quality content to showcase projects and the company's work, maintaining a consistent tone across platforms and driving traffic to the website.

This ensures a coherent and sustained communication stream capable of strengthening the brand identity and consolidating the connections with different audience segments.

Concurrently, we set up the email marketing service to enable future mailing list management and lead acquisition, thereby establishing an integrated flow between digital presence and direct communication with customers and partners. This integrated approach allows for more organic and effective communication, reinforcing the brand identity and its relationship with users.

Timeline

Resources and technology

Introduction

The project involved close collaboration between Valt's teams and our specialists, with the goal of creating a robust, easy-to-manage digital platform. The focus was on optimizing internal workflows, simplifying content maintenance, and ensuring flexibility for potential future developments, such as e-commerce functionality integration.

Technologies

The site was built on WordPress and leverages WooCommerce to manage product details with the granularity of a full e-commerce system. This solution allows for the structured organization of technical information, images, downloadable documents, and product correlations, offering users a clear and comprehensive consultation experience. The platform also provides a reliable and scalable technological foundation, ready to adapt to the company's future needs.

Results

The project successfully established a clear, scalable organizational structure, improving internal coordination, transparency, and accountability. The new visual and communication identity made the Valt brand more recognizable, contemporary, and consistent with the value perceived by its customers and partners.

From a digital perspective, the new website and marketing materials streamlined product discovery, effectively highlighting Valt's solutions and supporting the sales team. The communication activities and visual assets significantly enhanced the overall brand experience, elevating the offering and supporting relationships with different target audiences.

The new governance and compliance tools introduced clear processes and structured controls, strengthening trust, integrity, and responsibility, while the sustainability initiatives solidified the company's commitment to responsible and innovative practices.

Data

Website

Data for the first year following the new website launch (July 2024 – July 2025).

9.7K Active users (+7,869.7% compared to the previous period)
9.7K New users (+7,716.1% compared to the previous period)
77% Engagement rate (+21.2% compared to the previous period)

Social media channels

Data for 2025.

LinkedIn

+38K Impressions
+1.1K Likes
519 Unique visitors

Facebook

+330K Impressions
+1K Engagement

Instagram

+191K Impressions
+51K Reach
600 Interactions

Conclusions

The Valt rebranding represents an ongoing strategic process, designed to support the company's long-term growth and adapt to evolving market needs. This integrated approach has resulted in more effective communication, clearer processes, and more user-friendly product management, solidifying Valt's ability to respond with agility and consistency to its audience's requirements.