MetaDesign develops new online brand appearance for iGuzzini

The leading lighting specialist sharpens its profile

As typically occurs with busy, innovative companies, the iGuzzini website had grown organically for 10 years. Recognising this and looking to create a fresh approach to their digital and social media needs, iGuzzini asked MetaDesign to come up with a new online concept for their brand.

A company established in 1958 from family "Culture of light". This role distinguishes them from their competitors through their offer of expertise far beyond the purely commercial, and strategically positions them as thought leaders within the lighting sector.

MetaDesign developed different scenarious how to visually translate the thought leadership of iGuzzini into an appealing, modern and user-friendly online experience. A content approach was developed which reorganized information into five simple, logical themes. A simple page structure was then created allowing engaging content to become immediately visible.

Having completed some the world's most prestigious lighting projects and with an immense portfolio of award-winning products to have a visually impactful site was crucial. The new site design is dominated by striking image stories which through the use of expanding functionality and image carousels, allows the user to dig down into complex detail. The right side area – defined by the iGuzzini core brand colour orange – is dedicated to a selection of user-friendly tools for finding information and navigating quickly. A soft rainbow palette colour codes the five topic themes throughout the rest of the site.

With an extensive presence it was also important for the new site to be multi-lingual and provide subsidiaries with the opportunity to display their own material. The solution was to allow localised content to be prioritised over global content within the CMS while retaining the integrity of the single global design solution.


Piergiovanni Ceregioli, Research Center & Communications Director at iGuzzini and reponsible for all online projects comments: "For iGuzzini the new website was a big, brave move that reflects what our brand stands for today. We are glad that MetaDesign were there once again for this journey as the end result is very convincing and we are proud of it."

MetaDesign's Katie Taylor, the lead creative on the project comments "Working with iGuzzini was always a delight and we are thrilled with the end result. Enabling such a fantastic company to present itself digitally in a way that truly reflects the nature of the brand while setting new standards within the lighting industry was a brilliant and stimulating project."