The task
LB Ceramics is the Russian division of Lasselsberger Group, a ceramic tile manufacturer with half a century of history and a plant in Ufa. The brand is recognisable, but its visual language had stayed in the late 2000s: the brand book was dated and neither the site nor the materials reflected the real level of the production. The brief was to modernise without losing what already worked for recognition.
The idea
We kept the brand red, the overall logic of the logo and the recognisable elements — and assembled a new design system around them: lighter, cleaner, more universal. It is applied the same way on the web, on marketplaces, in print and at offline events. In parallel we made landing pages for the new 45×45 and 120×60 tile formats. The 45×45 page, together with a media campaign, tripled traffic to the format.
What we did
Design system. Kept the brand red, refreshed the typography, the grid and the accent system. One presentation for web, marketplaces and print.
Homepage and catalogue. Reworked the homepage, the structure of the electronic catalogue and the collection pages.
Format landing pages. Separate pages for 45×45 and 120×60. Advertising plus the landing page gave ×3 traffic.
Marketplace cards. 60+ positions in one presentation: the buyer sees one brand's catalogue instead of a patchwork of templates.
Partner conference. Event identity for the conference at the plant.
Results
- ×3 — traffic to the 45×45 landing page
- 60+ — unified marketplace cards
- 2 — new formats with landing pages
