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Preformatex

From fragmented to fluent: A complete brand transformation

The company had a recently updated logo but lacked supporting visual elements. I developed a broader system around it, all inspired by the idea of volume and form, key attributes of Preformatex’s products. The rebranding included catalogs, stationary, a new website, fair booths designs and all digital presence.

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The project:

CHALLENGE

  • Outdated Identity: Fragmented brand image and an obsolete web presence.
  • Low Engagement: Poor UX/UI leading to low lead conversion and visibility.
  • Technical Debt: Legacy platform unable to scale with the company's growth.

NEEDS

  • Digital Rebranding: A modern, cohesive design to reflect industrial leadership.
  • Scalable E-commerce: A robust setup for B2B communication and future sales.
  • Strategic Growth: A long-term communication plan to capture new markets.

THE SOLUTION

  • Web Design: Custom layouts, adaptative design, UX optimization
  • Development: WordPress & Woocommerce
  • Omnichannel Impact: Expanded brand presence across both print and digital media.

Overview

Preformatex is a company with over 20 years of experience manufacturing for the fashion industry. They had nigglected their visual identity and wanted it updated and expanded to all printed and digital materials.

ROLE

  • Full-time employee: In-House designer, UX/UI, Photographer, Marketing

TIMELINE

  • 2.5 years (2023-2025)

TOOLS

  • Adobe Cloud
  • WordPress
  • Notion

INDUSTRY

  • Industrial services, Fashion, Manufacturing

CLIENT

  • B2B Company, International clients

“We want to project a professional image that builds client confidence and reflects our work.”

 

– Jose Luis Ruiz, CEO of Preformatex

  • READ TIME: 5 Minutes
The project consists of a deep-dive into changing and improving every aspect of the company’s communication.
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What are the goals for Preformatex?

01. Increase brand awareness

Expand the brand’s presence through consistent communication on Instagram, LinkedIn, and email campaigns, as well as through prints and marketing materials.

02. Create a functional website

Develop a functional and informative website that reflects the brand’s identity while improving user experience, navigation, and overall engagement.

03. Unify brand’s identity

Implement the refreshed branding across all touchpoints: from print materials and catalogs to digital media and trade fair applications, ensuring visual coherence and recognition.

RESULTS

01. Printed and physical materials were redesigned and applied to additional printed formats, aligning with the refreshed identity and the company’s evolving needs.
02. Clear navigation and hierarchy improved the user experience for B2B clients. Simplified access to key information (products, services, catalog, contact) also reduced user friction.
04. Established a scalable site for future improvement and development. We plan to divide and expand the content into different pages while improving SEO.

The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.

03. New tools such as order blocks, sample testing files, hangers, and presentation documents were created to support both commercial and operational workflows.

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Increase in website traffic

%

Email opening rate

Professionals visited our booths

Catalog visualizations

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PREFORMATEX

What I learned:

Over these two years, I learned that design is never finished, there’s always room to improve and evolve. Once we achieved our initial goals, I kept searching for new ways to make an impact, from refreshing visuals and materials to creating new advertising approaches. This experience strengthened my adaptability and showed me how small, consistent improvements can shape a brand’s growth.

THE FUTURE OF THE PROJECT:

A strong foundation has now been established for Preformatex’s visual identity and digital presence. Although I’ve moved on to new professional challenges, I continue to collaborate with the team on key areas of their communication, refining trade fair booths, updating catalogues, and enhancing website content as the brand evolves. Our next big step is adding an online shop to the website using WooCommerce.