Identity | Website | Print
Preformatex
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RESULTS IN NUMBERS:
%
Increase in website traffic
Catalog visualizations
Professionals visited our booths
Overview
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TIMELINE
- Full-time employee (1 Year)
TOOLS
- Adobe Cloud
- WordPress
- Notion
ROLE
- In-House designer, UX/UI, Photographer
B2B PROJECT
From fragmented to fluent: A complete brand transformation
The company decided it wanted to modernize its design approach. Until then, it had occasionally collaborated with an external agency, but it now sought to bring a designer in-house, someone who could deeply understand the niche product and handle both design and promotional materials.
UI/UX DIGITAL DESIGN MARKETING BRANDING PHOTOGRAPHY GRAPHIC DESIGN
JUMP TO SECTION:
Process Overview
Research & Analysis
DESIGN DIRECTION
Implementation & Development
Internal Review & Iteration
Launch & Ongoing Improvement
BRANDING · DIGITAL DESIGN · UX/UI · MARKETING · PHOTOGRAPHY · GRAPHIC DESIGN
CHALLENGE
FREELANCER, 2022 – 2023
- Web Design: Custom layouts, adaptative design, UX optimization
- Development: WordPress & Woocommerce
- Managment: Client & project coordination
NEEDS
FREELANCER, 2022 – 2023
- Web Design: Custom layouts, adaptative design, UX optimization
- Development: WordPress & Woocommerce
- Managment: Client & project coordination
THE SOLUTION
FREELANCER, 2022 – 2023
- Web Design: Custom layouts, adaptative design, UX optimization
- Development: WordPress & Woocommerce
- Managment: Client & project coordination
CATALOG · WEBSITE · FAIR BOOTH · EMAIL CAMPAIGN · SOCIAL MEDIA POST · MERCH
Reaserch:
LOOKING INWARD
I started by exploring everything Preformatex already had: their website, catalog, printed materials, and social media. Talking with the team helped me understand their goals for the brand, the essence of their product, and how they wanted to stand out from competitors.
BRAND
At the start of the project, Preformatex had recently updated its logo through an external studio, but the new identity hadn’t been implemented across any materials. The visual resources were minimal, which made it necessary to evaluate how the refreshed identity could evolve into a complete and consistent visual system.
AUDIENCE
Preformatex’s main audience consists of professionals in the textile and swimwear industry, designers, product developers, and manufacturers looking for quality foam cups and preformed materials. This is a highly specialized B2B audience that values technical information, reliability, and innovation.
Understanding their needs helped shape both the tone and design direction of the project: clear communication, updated visuals, and functional resources that made it easier for them to find what they needed and trust the brand.
COMPETITORS
As part of the research phase, we analyzed Preformatex’s main competitors, focusing primarily on European brands with similar delivery times and price ranges. The product itself is quite specific, so there are relatively few competitors specialized in this type of B2B foam cup production. While Chinese manufacturers offer much lower prices, their products differ in quality and involve considerably longer delivery times, largely due to production and logistics. Within the European market, our main benchmark was Muehlmeier, a German company with a long history in the field. This comparison helped us better understand Preformatex’s positioning as a reliable, high-quality European supplier.
KEY TAKEAWAYS
- Untapped Brand Potential: The recent logo redesign provided a solid foundation, but the brand lacked a cohesive visual system and consistent implementation across channels.
- Specialized Market: The product operates in a niche B2B sector with few specialized European competitors, giving Preformatex a strong opportunity to stand out through clear communication and visual identity.
- Need for Alignment: There was a gap between the company’s product quality and how it was being presented, highlighting the need for updated, consistent materials that reflect the professionalism of the brand.
Goals
INCREASE BRAND AWARENESS
Strengthen the brand’s presence through consistent communication on Instagram, LinkedIn, and email campaigns, as well as through updated catalogs and marketing materials.
CREATE A FUNCTIONAL WEBSITE
Develop a functional and informative website that reflects the brand’s identity while improving user experience, navigation, and overall engagement.
UNIFY THE BRAND 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.
Brand
The company had a recently updated logo but lacked supporting visual elements. I developed a broader system around it: including gradients, wave shapes, and clean graphic lines. All inspired by the idea of volume and form, key attributes of Preformatex’s products. This system allowed the brand to remain flexible while maintaining consistency across different applications.
Holistic aproach
Preformatex’s main audience consists of professionals in the textile and swimwear industry, designers, product developers, and manufacturers looking for quality foam cups and preformed materials. This is a highly specialized B2B audience that values technical information, reliability, and innovation.
Understanding their needs helped shape both the tone and design direction of the project: clear communication, updated visuals, and functional resources that made it easier for them to find what they needed and trust the brand.
Helping Preformatex grow through
Results
WEBSITE
RE-DESIGN & CONTENT EVOLUTION
The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.
- Clear navigation and hierarchy improved the user experience for B2B clients
- Simplified access to key information (products, services, catalog, contact) reduced user friction
- Consistent use of typography, color, and imagery strengthened brand perception
- Improved SEO structure and keyword usage, increasing visibility in search results
%
Increase in Organic Search Traffic after SEO Imprementation
WEBSITE
The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.
The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.
%
Increase in website traffic
Catalog visualizations
Professionals visited our booths
Professionals visited our booths
Results
DIGITAL MEDIA
BRAND DIGITALIZATION
The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.
- Clear navigation and hierarchy improved the user experience for B2B clients
- Simplified access to key information (products, services, catalog, contact) reduced user friction
- Consistent use of typography, color, and imagery strengthened brand perception
- Improved SEO structure and keyword usage, increasing visibility in search results
%
Increase in Organic Search Traffic after SEO Imprementation
Results
PRINT & PRESENCE
BRAND DIGITALIZATION
The website now serves as a cohesive extension of the brand, clean, informative, and aligned with the company’s professional image.
- Introducing social proof: Showing brands that already work with Preformatex, such as OYSHO, Triumph & Etam
- Simplified access to key information (products, services, catalog, contact) reduced user friction
- Consistent use of typography, color, and imagery strengthened brand perception
- Improved SEO structure and keyword usage, increasing visibility in search results
%
Increase in Organic Search Traffic after SEO Imprementation
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.
