There’s a new light shining on Vimex’s image, with Armando Testa Design
Vimex, leading Italian supplier of explosion-proof electrical equipment, has entrusted AT Design – the branding and design unit of the Armando Testa Group – with restyling their brand and visual identity,
The project started from a need to refresh Vimex’s image and redefine a new brand architecture, in light of expanding business.
This involved AT Design, together with the strategic unit AT Brain, in a phase of market and brand analysis, which led to the creation of the new brand territory, with the development of the creative concept, positioning and the new structure of the brands.
Vimex is actually currently introducing a model in which Vimex Group serves as the umbrella brand under which the Vimex and Vimscale divisions operate. The former manages projects at a global level supplying explosion-proof electrical equipment, while Vimscale represents the new business unit conceived specifically for the Data Centre and hyperscaler sector. This is a move which allows Vimex to engage with the most advanced players in the market as well as consolidate its commitment to its existing customers.
To strengthen the positioning of the two divisions, the agency has come up with new payoffs that emphasise their high level of specialisation within the sector.
The payoff chosen for Vimex is ‘Engineer – Procure – Improve’, an expression that succinctly summarises the brand’s activities, highlighting its ability to drive continuous improvement over time.
The payoff for Vimscale, on the other hand, reads ‘AI Infrastructure. Engineered.’
This formula, during this early phase of the business, aims to provide a clear definition of the scope of what’s on offer.
The brands have been redesigned based on a unique style, featuring reference colours. The new logo consists of a monogram and logotype, and it is intended to represent the electrical sector and the projection of light, thanks to a dynamic yet solid and well-grounded appearance – just like Vimex.
The graphic design project is completed with the restyling of the website, entrusted to the AT Factory unit, which has completely redesigned the user experience and interface, creating a unified visual and linguistic identity for the brand.
The new brand identity has also been at the basis for the development of the coordinated identity and brand guidelines, which define the new language of Vimex: that of a company increasingly focused on the future.
Credits
Client: Vimex Group
Chief Executive Officer: Riccardo Viganò
Project Manager: Giammaria Viganò
Business Development Director: Barbara Fontana
Agency: Armando Testa Design
Creative Director: Roberto Gresti
Creative Team: Ettore Monzeglio, Delia Laviola
Strategic Team: Arianna Nicoletti
Chief Innovation Officer: Alessandro Peroncini
UX-UI Designer: Simona Palmeri
Project Manager: Valentina Venerussi
Head of Client Service Milan: Emanuele Cicogna Mozzoni
Client Service: Gaia Salandrini
