Client: UNICOL S.R.L.

Tags: CAMPAIGN / BRANDING / GRAPHIC DESIGN / COMPANY PROFILE / CATALOGUES / PHOTO SHOOTING / WEB DESIGN / EXHIBITION DESIGN / VIDEO PRODUCTION / COPYWRITING / VISUAL IDENTITY / SLOGAN / CONCEPT / DIGITAL MARKETING / UX DESIGN

Year: 2024

Unicol

integrated corporate communication

EMPHASIZE HUMAN CONNECTIONS AND SOCIAL VALUES FOR A DIFFERENTIATED AND ENGAGING BRANDING

Unicol is an Italian company that has been producing adhesives since 1977. Visualcom was selected as the winner of the pitch for the company's integrated communication for the three years 2024-2027, thanks to an integrated proposal, which managed to merge not only the performance and technical values of the products but especially the human values of the Unicol team. 

Indeed, the problem for many companies operating in B2B is often communication that is sometimes overly concerned with the technical narrative of the product, and unfocused on branding.

Unicol's goal was to position itself differently from its competitors, changing the customer's perception of the company through more direct and friendly communication, geared toward portraying Unicol as a reliable partner with whom to team not only for the products it offers but also for its social and environmental commitment. 

Through a careful analysis of the market, a study of the current situation of Unicol's communication and the goals that were to be achieved through the new communication, a concept was derived that is based on transferring the technical action of glueing - a specific property of Unicol's product, to the conceptual level of BONDING.

These bonds span 360 degrees around Unicol's work: they are chemical bonds, social bonds, bonds with customers and partners, with the team, with the environment, etc. Unicol therefore is not just a product, but relationships/unions/bonds between people who, united in social and environmental connections and values, walk toward a future together.

This message of togetherness spans the entire cluster of content that the company wants to communicate.

Visually, the colors chosen integrate the institutional blue-which conveys a certain rigor and technical reliability-with a warmer, "human" color, a hue reminiscent of wood notes or skin tones. The same duality between rigor and softness is found in the use of fonts: one harder and rigorous, the other softer and more rounded.

The visual system then makes use of collected and connected forms that emphasize this sense of unity. 

All of these elements have been integrated within the new homepage of the company website, which has been revised both in its graphic design but especially in its communication, through more emotional and attentive storytelling and copywriting, and through the integration of sections aimed at communicating Unicol's values that go beyond the product. 

The storytelling designed for Unicol sees its highest point of expression in the corporate video, which aims to differentiate itself from the corporate videos that generally show production spaces with a purely institutional tone, putting instead once again at the centre through a distinctly emotional tone of voice, the people and the bonds they manage to establish and maintain with customers and partners.

Images created through dedicated photo shooting emphasize even more the human aspect behind the company's services, placing people, rather than production spaces, in the foreground.

In order to be able to describe the technical product in such a way that its application could be easily understood, 3D animations were created.
The visual system and content sections designed for social media integrate the pillars of communication, with a language tailored to the medium, also taking advantage of specially created content, such as animations that show the application of the adhesive on the various media, or an informative news section that employs a friendly mascot: Dr. Bond.
The visual system and communication were then applied on the graphic layout, to be used for both online and offline publications.
The layout concept developed for corporate trade shows also brings the message, variously declined depending on the concept to be told, to the forefront. The message is not only conveyed through the graphics and copywriting on the booth, but also through the design of the stand itself, by creating friendly and convivial meeting areas.