From designing packaging that works on the shelf to a commercial and digital strategy that turns creative value into business.

Etform had a defined identity, long experience in packaging design and a portfolio that proved its work.

But it needed to carry all that value across to the digital world.

As often happens in companies that work for others, day-to-day work left little room to look inward: to review how the agency was presenting itself, how its competitors were doing it and what role the website could play in winning new projects.

The brief started with a new website.

But before designing it, we had to decide what it needed to say.

The challenge was building a strategic digital story.

We needed to understand how other packaging agencies positioned themselves, which codes the sector shared, what arguments they used, what potential clients were looking for and where Etform could find a space of its own.

And then turn all of that into a website that was not only a shop window for projects.

The key question:

How do you get a design agency to explain its own value as well as it explains that of its clients’ brands?

We started with research.

We analysed its competitors in depth: their positioning, their messages, the graphic codes they used, how they structured their websites and what value they put front and centre.

We also added a more technical reading of the digital market, with keyword and search positioning research.

We defined the buyer personas and worked on the messaging around what could genuinely matter to them when choosing a packaging agency.

On that basis we developed the web and content strategy.

Etform went from a digital presence focused mainly on showing its work to a more complete system for explaining its offer, attracting interest and generating opportunities.

The new website combined portfolio, positioning and content designed to answer the needs of its potential clients.

The lead magnets added a first layer of lead generation, and LinkedIn opened a channel beyond the more visual territory the agency usually worked in.

A more structured digital presence, better connected to business.