Scrigno participates again this year in Batimat 2019, international event in the building sector, from the 4th to the 8th November in Paris (Hall 5A, Aisle D, Stand 066). On this occasion, the Group will present, on top of several product launches, its new corporate identity, conveyed by the payoff Be Open, Be Authentic, which is associated with the brand as an expression of its market positioning.
Being open to imagination, ideas, future and emotions: this is the meaning contained within the claim that completes the trademark. The new concept thus expresses a specific attitude, an openness towards experimenting and creativity that is always oriented towards the discovery of new horizons, in order to communicate the essence of one’s ideas in an authentic and concrete way. Such philosophy is also reflected by a constant search for innovation and defines a shared code of values, with the objective of increasing trust and identification with the brand.
The logo, conceived to recall the contemporary design characterising Scrigno’s ranges, evolved into reshaped and lighter lines within a minimalistic perspective, and was presented to a group of professionals and one of consumers: 77% and 62% of respondents respectively considered it more representative of the company’s vision as a leader in the sector. The pillars of this vision are modernity, innovation and quality, all attributes of the new brand that 47% of architects and interior designers and 36% of end-users showed a preference for. Furthermore, to both categories the graphics conveyed an idea of openness and originality.
The restyling of the logo and the decision to complement it with the payoff Be Open, Be Authentic, in English, constitute the foundations for the creation of an umbrella brand, opening up new opportunities based on connections that are in line with Scrigno’s development drives: internationalisation and expansion of the offer. The Group does consider these as primary goals to strive for, also through build-up strategies focusing on the aggregation of companies that are innovative, complementary and specialised in the same sector as an important growth engine. The recent acquisition of 100% of CCE (Costruzioni Chiusure Ermetiche srl), finalised on the 30th October, is fully embedded in this process. CCE is a business of excellence designing, producing and distributing seals and accessories that enhance the performance of doors and windows, in terms of energy saving, soundproofing, resistance to atmospheric agents and fire. Scrigno has a double objective: promoting the technological component of its systems, while aiming at fostering the constant expansion of the product range. The brand image is indeed renewed also in terms of brand extension: in this framework, the Company presents at Batimat its new line Scrigno Security Doors, which combine the typical elegance of Scrigno solutions with cutting edge technical performances.
This is how the brand becomes a synthesis of meanings and values that are recognised by the market and help create a positive connection between the characteristics of the products and their benefits, as promoted by the brand itself through communication with various audiences. Just like in the past, architects remain the reference target to which Scrigno will dedicate ad hoc projects in order to confirm their central role. The Company will promote a series of initiatives, putting forward tools and resources that are innovative and constantly available to support the design process. The launch of an ambitious project for the creation of a professional community as a virtual space based on sharing will represent a further objective.