Website restyling for a high-end furniture brand
For Papadatos, an Athens-based company specialising in high-end furniture design, we handled the website restyling with the aim of refreshing its digital image and aligning it with the brand's international positioning.
A restyling like this almost always stems from the same situation: the company has grown faster than its online presence, and the website still communicates the positioning of a few years earlier. This is especially noticeable in an international market, where the comparison is not with local competitors but with the leading brands in the sector.
The work therefore started with the image, updating the visual language to stand up to that comparison, and covered the structure at the same time. The website retains the framework built around the product configurator and the finishes section, which remain the most useful tools for serving the company's two markets, residential and contract.
The multilingual scope has been maintained and looked after: English, German, Greek, French and Spanish, five versions covering as many European markets. In a restyling, this is precisely the most delicate part, because renewing the structure without correctly managing redirects and language matching means losing the positioning built up over the years on each version.
In a multilingual restyling, the risk is losing your positioning
A restyling looks like an image project, and in part it is: you step in when the company has grown faster than its online presence and the website still communicates the positioning of a few years earlier.
But on a website in five languages, the most delicate part is invisible. Each version has built up its own positioning in its market over the years, and renewing the structure without correctly managing redirects and language matching means throwing that work away. It is the kind of care you do not see when looking at the new website, but which becomes obvious in the following months if it is neglected.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you speak directly with the people working on your project, with no intermediaries, even after launch.
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NewVisibility, a web development agency in the province of Como, which refreshed the brand's digital image while keeping its multilingual structure.
Because a company often grows faster than its online presence, and the website keeps communicating the positioning of a few years earlier.
You start from existing content and positioning. The work consists of renewing without losing what already works in terms of visibility and traffic.
Losing the positioning built up on each version. Without correct management of redirects and language matching, the damage shows up in the following months.
Because they are the tools that genuinely serve the company's two markets, residential and contract. A restyling must keep what works.
Five: English, German, Greek, French and Spanish, each with its own content and metadata to cover its market independently.
Yes, it is an important part of our work. We step in while preserving the positioning and content that generate traffic, instead of starting from scratch.