Metalura

Metalura was founded in the Netherlands. The company wanted to conquer the Belgian market as well and came to us for a rebranding and a repositioning. The target group was upscale, so Metalura had to enter the premium segment with its exceptional glass systems. The main benefit of those systems is hard to show, because glass is practically invisible. You are shielded from rain and wind while your garden view or your 6th floor terrace panorama remains untouched. That benefit had to become tangible.

We gave Metalura a distinct colour palette and a visual concept that illustrates the class and comfort of its glass systems. To make the invisible benefit visible, we show subtle reflections of residents in the glass panels. This emphasizes the refined design, on an aesthetic and a functional level. The logo contains a silhouette of the Metallura Tyrianthina, a species of hummingbird. It stands for freedom, elegance and the ultimate outdoor life. We turned the realistic silhouette into a stylized, angular figure. Together with the new premium colour scheme, this keeps those values and adds the high-standard quality and elegance the products are known for. For communication we chose a wide variety of clear-cut icons, which we believe work as effectively and transparently as pictures.

We made a new brand identity with a premium colour scheme, a stylized logo and a visual concept built on reflections in glass. The website shows actual weather conditions in the homepage's main image. This illustrates how changeable the weather is in the low lands and how convenient a Metalura terrace chamber would be. A pre-filled form automatically adjusts its message to the visitor's actions. The site was built mobile first, because most visits come from mobile devices. In the brochure, versatile icons structure the information on key features. In advertisements the icons play a leading role and support headlines that refer to specific weather conditions.