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Positioning a brand in the furniture industry for Albed

Aligning team and value proposition of an Italian design brand in a service perspective

Albed production


Furniture and interior


  • Identification of key stakeholders
  • Analysis of brand perception and service level
  • Analysis of market and key industry trends
  • Analysis of the product ecosystem
  • Co-creation and scenario development of potential pathways 
  • Definition of strategic positioning and offering

Albed production

The need

Aligning the positioning and value proposition of an experienced manufacturing company of the Italian furniture industry. Consequently explaining the company know-how and aligning its product catalog to the needs of a transforming market, going from mass-produced products to special project commissions.

The insight

Innovating starting from a deep understanding of how the company is seen from the inside and how its stakeholders see it from the outside so as to make a new value proposition immediately operational. Aligning the catalog with the desires and needs of the customers, involving the agent network and distribution right from the beginning.

The solution

Albed is an Italian company born and raised in Brianza. Through the years it has developed strong skills in the production of aluminum profiles and in designing aluminum and glass systems, producing elements for architecture such as doors and modular systems.


Our team supported the company in its new positioning, facilitating the definition of a new value proposition that would allow the organization to best express its potential in the transition from the b2c market to the b2b market.

Albed digital brand experience innovation: Celine wall system

first step: business and brand analysis

Value Proposition design

Albed Value Proposition Process
Tipic innovation by design process

The first step of the positioning project
was awareness.

A series of workshops made together with the different strategic figures of the company allowed us to explain how the different parts of the organization saw the company.

Interna workshops were followed by a series of researches, external interviews and mystery client visits to the competitors. This allowed us to understand how the company is seen from the outside and to compare the different portraits with a competitive analysis.

The shared synthesis of this path has allowed the team to face their own values. They aligned the know-how, better understanded the company choices and shareed their positioning perception. In short they redesigned a new value proposition together. To this purpose, scenarios were also created to illustrate the consequences on time of different positionings.

Second step of the project

Brand and Product System definition

Albed Product System Process

Once the new value proposition was identified, we had to make explicit and easy to understand the enormous technical content and know-how that the brand could offer.

A new series of internal interviews focused on the R&D department allowed us to support the company in a deep reinterpretation of its offer. Its twenty-year work in solving problems had created indeed an unvalued catalog of solutions to a huge series of design issues. This positioned the company as a potential leader of b2b proposals in the Contract market.

We mapped the range of catalog products, variants and complements, making explicit and available to everyone a knowledge that until that moment was fragmented in only some key operational figures of the organization.

The Albed Product System Manifest

The Albed Product System mapping has allowed not only to propose the product in a new way, closer to the needs of the market and of the customers, but also to make the work in the company more agile by activating a cycle of fundamental transformations:

  • Develop a system of products interconnections
  • Order the product data/information
  • Start digitalizing the management
  • Illustrate the brand and its potential according to the customer design needs in an effective and immediate way, both for the designers/sector operators and for the final customer.
Albed Product System Details: Quadra
Albed Product System Details: Rivista
Albed Technical Content Design: Quinta
Albed Technical Content Design: Prima

Albed's positioning project continued in the subsequent brand customer experience project.




Furniture and interior


Enhance, Innovate


Team as a service, Formation

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