Sguinzi

Active since 1963, Sguinzi Pietro SpA is a Milanese leader in producing aluminum windows and components for the railway sector. The company, with clients worldwide, approached us to update its image to align with its contemporary vision and strengthen its competitive positioning.

From our very first meeting, a core value that permeates the entire organization emerged: a profound focus on people. This approach is evident externally, where Sguinzi acts as a strategic partner to its clients, skilled at listening, co-designing, and shaping innovative solutions. It's also reflected internally, fostering an environment built on teamwork and the cross-pollination of skills.

This shared alignment of values was the catalyst for a fruitful collaboration and a successful outcome.

The Challenge

The goal was to create a brand identity that not only modernized Sguinzi's image but also captured its soul, translating its human-centric culture into a distinctive visual and verbal language. We needed to design a brand capable of communicating both engineering solidity and bespoke flexibility.

Our Approach

We structured our work as a collaborative journey that centered on the company's DNA.

Phase 1
Strategic Brand Workshop
Our process began with a strategic workshop, an immersive session with the client's team to trace the company's history, solidify its values, and clearly define future goals. This session was fundamental for gathering the insights upon which the entire rebranding project was built.

Phase 2
Developing Positioning and Tone of Voice
On this foundation, we built the brand's verbal core. We created the tagline "Shape your vision" to summarize the company's ability to transform client ideas and needs into concrete technological solutions. From there, we defined a tone of voice that expresses Sguinzi's personality across all communication tools.

Phase 3
Creating the Visual Identity
The creative exploration, conducted in close synergy with management, revealed a strong desire to move beyond the industry's standard visual styles. The trust placed in us allowed us to push further, creating a modern and recognizable image.

Results

The final result is a brand identity that faithfully reflects the essence of Sguinzi: a company that is solid, innovative, and deeply human. The project's success stems from a relationship of trust and collaboration, in which the Sguinzi team's contribution was essential to achieving an ambitious goal.

The new image is the tangible expression of the quality of their products and service; a unique identity that honors the company's history while boldly projecting it into the future.