Bertot: Forging (y)our Future
Branding, Digital Marketing Strategy, Website Creation
Type: Design&Strategy,Technology
Since 1919, Bertot has been active in the hot pressing of steel and aluminum parts and their machining. The company is distinguished by its ability to produce a wide range of components through a complete production cycle, starting with the design of a single part and ending with its manufacture.
Thanks to decades of experience in the sector, Bertot provides each customer with precise consultation: this approach, characterised by continuous innovation, makes it possible both to tackle new projects and to improve the technology of components already in production. For Bertot, Quattrolinee took care of the logo redesign, social media management on LinkedIn and website development.
Branding
The company already had a logo, which effectively represented its well-established identity on the market. However, it was necessary to make the brand functional for digital channels and different applications. Thus, an alternative, text-only version of the logo was created for ordinary applications. The pre-existing version, on the other hand, which includes the pictogram, was revised with some simplifications and modernisations to make it easier to reproduce and recognise. This second version therefore retains the previous graphic identity, but lends itself to special uses.
Bertot’s visual identity is based on one main colour: dark blue. Further shades have been added to make up the palette and to enrich the brand’s application possibilities.
As an additional graphic element to accompany the identity, a theme inspired by technical drawing, which plays a key role in the company’s daily operations, was introduced.
Copywriting and storytelling
The storytelling constructed for Bertot is exemplified by the claim Forging (y)our Future, which associates one of the company’s main activities with the company’s characteristic forward-looking outlook. This phrase perfectly embodies the spirit of the Bertot family, always focused on growth and innovation.
The use of the binomial ‘your/our’ highlights the collaborative and collective dimension of the company, underlining its commitment to walk together with its customers along a shared and prosperous road. The tone of voice has been outlined following the same principles: it is thus professional, yet enthusiastic and accessible.
Social Media Strategy
The fully organic LinkedIn management strategy focuses on brand presentation, highlighting the sectors in which the company operates, the quality of its products, the people who work there and the technological innovations that are being undertaken.
By using recognisable graphic templates and specifically narrating one of these elements in each post, vertical content is created to engage both an established technical audience and an audience of prospects interested in collaborating with the company.
Website
The company’s website no longer reflected the evolution of the brand and required technical optimisation. A new site was therefore designed and developed, in line with the visual identity and consistent with the other digital channels.
At the same time, the structure of the site was reorganised to ensure more intuitive and essential navigation. In addition, the content in was completely rewritten to clearly and effectively illustrate the services and areas of activity, adopting the new tone of voice with a more specialised approach compared to the content intended for social media.
Type: Design&Strategy,Technology