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Repositioning a design brand 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 design sector, 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

Innovate starting from a deep understanding of how the company is seen from the inside and how its stakeholders see it from the outside, with the aim of making a new value proposition immediately operational and 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 repositioning, 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 of the project

Value Proposition design
Albed Value Proposition Process
Tipic innovation by design process
The first step of the 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.

This was followed by a series of researches, external interviews and mystery client visits to the competitors, which 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, choose on which ones redefining the company's proposal, align the know-how, better understand the company choices and share their positioning; in short, redesign a new value proposition together.

Second step of the project

Product System definition
Albed Product System Process
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.

A new series of internal interviews dedicated to the technical field allowed us to support the company in a deep reinterpretation of its offer, highlighting how its twenty-year work in solving problems had created an unconscious catalog of solutions to all the design problems. 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




Furniture and interior


Enhance, Innovate


Team as a service, Formation

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