An identity to align
Sometimes, time creates an invisible gap between a company’s essence and its public projection. Since 1921, Vinicola Decordi has built up an impressive industrial foundation. Yet, by the fourth generation, its digital identity had become fragile compared to competitors and was no longer able to match the prestige of that heritage.
The weight of heritage
The gap between public aesthetic perception and the company’s actual corporate strength risked weakening negotiations with international buyers. Instead of giving in to the easy temptation of pastoral storytelling, filled with sun-drenched vineyards and rows of grapes at sunset, we chose the path of balance.
We were facing a complex machine built for professionals; our strategic approach therefore required stripping away the superfluous to let the company’s pure know-how shine through.
Subtracting to synchronize: logo refresh and new processes
We started with a meticulous logo refresh, essential for creating a contemporary and rigorous brand mark, before defining a continuous thread that runs through the new website and social media content management.
This complex process synchronization goes far beyond pure aesthetics. In fact, building a modern operational workflow that harmonizes with a century-old business ensures a seamless, continuous virtual connection between the company and its audience.
The frequencies of the B2B market
Repositioning a wine industry giant also meant recalibrating digital communication frequencies for trade professionals. We transformed the social media channels, leveraging LinkedIn’s natural vocation in particular, into a true engine for B2B reputation.
Prioritizing technical authority over mere entertainment, we focused the narrative on the company’s structural pillars: behind-the-scenes coverage at international trade fairs like Vinitaly and ProWein, targeted interviews (such as the feature format dedicated to Quirico Decordi), and family heritage storytelling.
The data proves the method’s effectiveness: an ecosystem capable of generating over 68,000 organic impressions on Facebook (where the page previously recorded annual views under 30,000 units) and engagement rates on LinkedIn posts that rose from less than 5% to an average of 8%, with peak performances exceeding 15% for key content.
The value of consistency
The company’s new consistency is the result of a tangible creative shift, as well as a force multiplier for effectiveness. We have restored visual boldness to a century-old business, proving that aesthetic discipline is the invisible ingredient that transforms reputation into a clear competitive advantage.
Today, every Vinicola Decordi touchpoint projects the same sense of stability, and audience growth has quickly translated into a tangible increase in inquiries from new prospects and suppliers.
This comprehensive project, encompassing brand identity overhaul, logo refresh, website creation, company profile design, and digital ecosystem development, is another milestone in the partnership between Vinicola Decordi and Propaganda3: a vital step to continue shaping tomorrow’s positioning together.
