La Luna del Grano is a pioneer in Italy in supporting companies to manage return-to-work after parenthood. An innovative service that requires equally effective communication. When they contacted me, they needed to evolve their brand and digital presence to speak more directly to companies, the true target of their business.
The Challenge
The brand suffered from readability issues in the logo and unfocused online communication, split between B2B and B2C without maximizing business potential. The existing website failed to effectively communicate the value of their solutions or generate qualified leads from interested companies.
The challenge was twofold:
- Rethink the visual identity to increase brand recognition and authority
- Transform the site from a simple showcase to a strategic B2B lead generation tool
Initial Analysis of La Luna del Grano
The first phase of the project revealed several critical issues to address:
Brand Identity
The logo presented significant readability problems, especially in reduced sizes and digital applications. The use of thin lines and poorly balanced composition compromised its effectiveness both online and offline.
Sito Web
The previous website showed several limitations:
- A “showcase site” structure that didn’t guide users toward conversion
- Lack of a clear path for interested companies
- Mixed messages between B2C and B2B targets
- Absence of social proof elements and case studies
- Dated design that didn’t reflect the innovative value of the service
Digital Presence
The coordinated image across social channels needed a complete revision to align with B2B positioning. Additionally, the absence of an organized archive of content and materials made it difficult to tell the company’s story and successes. To address these challenges, I initiated a structured research and analysis process, collaborating with Simona Campo, marketing strategist, to define the project’s strategic direction.
Project Objectives for La Luna del Grano
In close collaboration with the La Luna del Grano team, we defined clear and measurable objectives to guide the rebranding and redesign process:
Brand Objectives
- Develop a more mature and professional visual identity, aligned with the B2B target
- Improve logo readability and recognition in all contexts
- Create a coherent and flexible brand system for all applications, from digital to print
- Define a new distinctive and functional color palette
Digital Objectives
- Completely redesign the website with focus on B2B lead generation
- Implement a clear user journey that guides companies toward consultation requests
- Optimize the site for SEO to improve organic visibility
- Create a scalable structure for future content and case studies
Business Objectives
- Increase the number of qualified consultation requests from companies
- Strengthen positioning as leader in post-parenthood return-to-work sector
- Build a digital experience that reflects the service’s value and innovation
- Facilitate sharing of client testimonials and successes
This clarity in objectives guided every design decision in the creative process that followed.
Research and Strategy Process
To provide solid foundations for the project, I followed a methodical approach divided into three key phases:
Brand and Market Analysis
I conducted an in-depth brand analysis through interviews with the La Luna del Grano team to understand values, vision, and aspirations. In parallel, I studied both Italian and international competitors to identify differentiation opportunities.
Client Discovery
In collaboration with Simona Campo, marketing strategist, we organized work sessions with the client to:
- Define the new B2B positioning
- Identify strengths to highlight
- Understand specific needs of target companies
- Map the ideal customer journey
Strategy Definition
Based on research, we outlined a strategy aimed to:
- Simplify service communication
- Emphasize benefits for companies
- Build credibility through testimonials and results
- Guide users toward a single clear call-to-action
Design Solution for La Luna del Grano
Logo and Brand Identity
I redesigned the logo focusing on readability and distinctive character. The main evolution involved:
- Transition from thin lines to solid shapes for greater visual immediacy
- Use of bolder fonts to improve readability
- Creation of a new versatile and professional color palette, optimized for both web and print
The New Website
The site redesign was guided by three key principles: clarity, credibility, and conversion.
Visit the site: lalunadelgrano.com
Architecture and UX
I completely rethought the site structure to:
- Create a linear path for interested companies
- Highlight concrete service advantages
- Integrate social proof elements at strategic points
- Simplify the consultation request process
Strategic Components
I developed dynamic components to:
- Show testimonials and case studies
- Highlight press coverage
- Present the team and expertise
- Facilitate contact through optimized forms
Technical Development
The site was developed on WordPress with Elementor Pro, ensuring:
- Easy content updates
- SEO optimization
- Optimal performance
- Flexibility in managing dynamic components
This integrated approach allowed creation of a coherent digital experience functional to business objectives.
Results and Impact
The project completely transformed La Luna del Grano’s digital presence, leading to significant results in both brand and functionality terms.
Immediate Results
The website is no longer a simple showcase but a strategic tool that guides companies through a clear path toward consultation requests. The platform was designed with the future in mind: it’s easy to update and ready to accommodate new content and case studies.
Client Feedback
Feedback from the La Luna del Grano team has been enthusiastic. They particularly appreciate how the new brand conveys professionalism and authority, and how much simpler it has become to manage content and organize materials.
Although it’s still early for conversion numbers, we’ve built solid foundations for the brand’s future growth. The new digital presence isn’t just more beautiful: it’s a strategic tool ready to support business expansion in the years to come.
