POMPANO BEACH, FLA.—Serge Ferrari, a market leader in flexible composite materials, has launched its newly redesigned website, www.sergeferrari.com, featuring new product branding for a more intuitive product selection experience.
Streamlining the names of the company’s 125+ products, and improving brand communication, is an important and necessary step in the company’s strategic plan for growth. To enable rapid understanding of what the company’s products do and how they are different, Serge Ferrari has renamed many of its products to include a Range Name, a Product Differentiator, and a Product Number:
Range Name: Each product is now grouped and renamed by its market. For example, all products used in the solar protection market now fall under ONLY the Soltis brand. The popular awning fabric Precontraint 502 Satin has been renamed Soltis Proof 502.
Product Differentiator: where practical, the company also added a descriptor to each name to position it within the range. For example, Soltis Proof 502 is aptly named because it is a waterproof product. Soltis Horizon 86 is the mesh with the greatest view-thru.
Product Number: In most cases, the product numbering has remained the same, to maintain consistency with previous naming.
The rebranding initiative includes a revamped website featuring responsive design, improved navigation, streamlined product selection, and downloadable technical information. The new “References” tab highlights completed projects by market from around the world. The North American site has been personalized with local news, technical data, case studies and product availability.
