Arredamenti Ballabio

Description
A solid family business with over thirty years of experience faced a key challenge: its digital presence no longer reflected the company’s ongoing evolution.
The project focused on renewing the brand’s digital image by redesigning the website and restructuring the social media presence, creating a more contemporary, coherent, and effective communication aligned with the company’s values and market positioning.
Info
Collaboration on site
DIGITAL REBRANDING
WEB DESIGN
SOCIAL MEDIA STRATEGY
CONTENT CREATION
2025 - ongoing
Tools
Wix Editor, Meta Business Suite, Instagram, Instagram Edits, Facebook, Figma
Collaborators
Furniture industry professionals

How did I faced the problem?

I approached it with passion, because it concerns my family. At first it was difficult to separate the emotional aspects from the professional ones, but being able to put my skills to use for such an important cause that I believe in was a great motivator.
I have applied the skills and experience gained during my years of study and work in various fields:
1 Brand Identity

‍My role: Developing a more contemporary digital version based on historical identity, capable of communicating the company's values on the channels used: website and social media.

2 Digital Communication

My role: Definition of tone of voice and visual consistency across website and social media channels.

3 User Experience

My role: Basic UX optimization to improve content clarity and navigation on the website.

4 Web Design

My role: Selection of the web editing platform and design of a custom website template aligned with the brand identity, including content structuring and population.

5 Social Media Strategy

My role: Development of a social media positioning strategy for Instagram and Facebook, aimed at increasing brand awareness, strengthening audience engagement, and reaching a broader customer base.

6 Content Creation

My role: During this project, I always had a camera at hand. Creation, scheduling, and management of posts, reels, and stories for Instagram and Facebook, as well as the production of visual assets for website updates.

What have I learned?
Information Architecure
The original site was stuck in the 90s. Not a great impression for customers. The site revamp also involved refreshing the digital image to be developed across all channels. But as far as the site itself was concerned, it mainly involved streamlining its structure. So I started by analyzing the site AS IS and comparing it with local cocompetitors TO BE architecture.
UX guides Structure
To understand how to structure the site, I put myself in the shoes of the end users. Why would they visit the site? How do they get there? What are they looking for?
We reorganized the information so that the homepage would showcase the services, opening hours, current promotions, and links to products.
Product Page
Compared to the old site, we decided to give more importance to the products. Users want to see what's on offer, find out the details, and be inspired. So, each product category has its own page and each product has its own description.
Content Management
Each product is uploaded as content within the control panel. This tool allows you to update and modify the site with ease. To ensure the process works optimally, I have organized the content into subfolders.
How to reach clients?
One of the biggest challenges was to revamp the digital strategy on social media channels, where the company was already very active. The work involved a commitment to improving the overall image, operating across the board through reels, posts, and stories.
Meta Business Suite
I learned how to use this tool to support social media page programming. Posts aimed at presenting the brand's identity in a more institutional way, reels showing behind-the-scenes footage, and showroom spaces inviting people to visit the store and experience the environment for themselves.
Content Creation
I went back to “getting my hands dirty” as I hadn't done in a while. To bring an idea to fruition in a short time, to use my practical sense and refine my critical sense. It is perhaps the activity I thought I was least prepared for, but which I enjoyed the most.
Personal Thoughts
Small Realities - Big Challenges
I think it is essential for small and medium-sized businesses to keep up with the times. Social media channels are excellent for reaching potential customers, but it is essential that activity on these channels is consistent and able to convey the true identity of the company. I am convinced that for these businesses, being small and family-run is a strength that must be conveyed on these channels.
Back to the origins
After much work focused on research, this led me to rediscover the pleasure of doing. But thanks to my latest research projects, it has been a more conscious “doing,” guided by a more critical method.
Of all the tasks, I really enjoyed creating and editing videos for social media, as well as writing captions for posts.
Works
Overview
In-Vehicle Lighting
Design Thinking WSSafeatHaptic Feedback
Guinea PigLibraccioNautaMochiGardenaDismisura
About
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