Icestone

From weak to chic

Insight

Icestone is a tailor-made product range, drawing on constant innovation and a mix of modern technology and skilled handicraft.

BL Marmi is the Italian company, owning Icestone, a high-end sanitary fixtures and finishings brand, distributed in Europe and the Middle East, with a turnover of EUR 10M per year.

client

BL Marmi

services

Strategic planning & direction

Performance optimization & efficiency

Marketing strategy

Innovation & growth

challenge

A premium product, that have a weak brand image and production and delivery issues.

Introducing the Icestone project, where I played a crucial role in driving innovation, growth, optimizing performance and efficiency, and providing strategic planning and direction for the Icestone brand.

Embracing a forward-thinking mindset, I identified opportunities for innovation within the industry, leveraging cutting-edge technologies and trends to propel Icestone to new heights.

Through meticulous performance optimization, I streamlined operations and enhanced efficiency, ensuring optimal resource utilization and cost-effectiveness.

With a strategic planning and direction approach, I provided a roadmap for sustainable growth, aligning organizational goals and fostering a competitive edge.

Witness the transformative impact of innovation, efficiency, and strategic direction in action with the Icestone project.

Approach

Triple direction: identity, communication and production

Identity wise:  better conveying the brand attributes – innovation, quality, craft.

Communication wise: strengthen Icestone presence on local markets.

Production wise: better control the orders and deliveries, while aligning the new product development with brand values.

Idea

ICESTONE – CREATIVE SOLUTIONS for architects, interior design professionals and project developers.

The communication plan aimed to build brand awareness & equity by participation at category relevant events, web site design, product catalogues redesign, as well as increasing product range awareness & promotion by participating at fairs & exhibitions (Cersaie, the most important), quarterly newsletter, case studies.

what I did

Streamline the identity, communication and production, publicly presenting the new Icestone at the iconic Cersaie fair.

Developed an extensive  rebranding and awareness strategy, in parallel with a new factory information system.

Identity and communication wise: logo redesign, designed new presentation materials, products’ catalogues and e-mail marketing campaign.

In terms of production, developed a new factory information system, aligned the new product development pipeline with brand values and business strategy. Resulted a new line of products – ZWAP.

 

zwap.

results

Significant business growth: +25%.

Rework decreased considerably, as well as and waste (-14%).

Brand image improved as well.

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