As part of its certified production chain of semi-finished and finished steel products, Marcegaglia Buildtech produces a complete range of quality road and motorway equipment, including tested and certified guardrails and barriers. We supervised the brand positioning of the road barriers to support Marcegaglia Buildtech in defining a strong and competitive strategy in the domestic, European and non-European markets. While maintaining coherence with the institutional image of the group, we created a distinctive web design, using visuals and graphic design that are easy to use by a differently trained and specialised target. The multilingual content was written from an SEO perspective, as part of broader SEM activity to increase awareness and encourage dissemination through SEA and international lead generation. The production of catalogues, brochures and other publishing materials was handled entirely by our dedicated team, who developed the art direction and content development. The publication and creation of content and communication tools requires a constant study of the market in order to continue to guarantee competitive and functional communication in the achievement of the company’s objectives.