Architonic helped architects reach products and materials back when brand sites were bad and access was gated. That problem solved itself. Better tooling, open catalogues, and now AI closing the gap fast. The platform was still answering a question nobody was asking. Audience was drifting. The model underneath it was starting to show.
The work was not a redesign. It was getting the eye back on the prize, before the lead disappeared. New brand strategy, new identity, a full platform redesign, and a campaign to launch it. The shift was the whole point: from product database to living workspace. From first sketch to final spec. In one place. Ideas. Specified.
The new identity centres on a bolder, more confident wordmark: stacked, compressed, unmissable. Coral red was already in Architonic's DNA; we made it the undisputed brand colour across every surface. The underscore beneath the wordmark became a structural signature: a platform, a foundation, a line to build from. The system had to work in a phone notification and on the wall of a Milanese apartment building. It does both.
From database to living workspace. Ideas. Specified.
The product redesign started from how architects and designers actually research: by image, by material, by a half-formed idea. Smart Search with natural language. Visual Search that accepts a photo and returns the closest match. A 3D configurator for real-time material exploration. Live Link keeps every spec sheet current the moment a manufacturer updates it.
The same problem got answered at the product level too. If the old reason to exist was easy access, the new one had to be where people actually work. AT Studio is that move: collaborative boards that replace the email chain with one interactive canvas, where discovery, specification, and the back-and-forth all happen in the same place. Built so the platform is where the work lives, not just where it gets found.
The relaunch campaign distilled the new Architonic into a single promise: a living workspace that carries an idea from the line to a fully reliable specification. Bold kinetic poster design, layered typography, and the coral palette, designed to stop you in a Milan metro corridor at 8am. The campaign ran across the Milan metro network during Salone del Mobile, digital, and trade press, reaching architects at the exact moment they were most immersed in product discovery.
The campaign proof layer launched alongside the posters and film: real architects and designers using Architonic in their actual workflow. Four pillars, four studios. Discover. Design. Trust. Deliver.
A 90-second platform film launched June 12, 2025: site takeover, social activation, and trade press simultaneously. Five narrative chapters: Spark, Shape, Trust, Momentum, Invitation. The coral branding, four-word supers, and logo animations act as visual glue throughout.
Europe's leading platform for architectural products and materials, trusted for over two decades. The original edge was access, back when brand sites were bad and catalogues were gated. That edge was gone, and the model built on it was starting to show.
The rebrand ran across every layer of the business: brand strategy and positioning, visual identity, a full platform redesign, and a global launch campaign. The shift was the point. From product database to living workspace. One environment where discovery, collaboration, and specification happen in the same place, AT Studio included.
The campaign launched at Salone del Mobile 2025. A Milan metro takeover at Duomo station, a 90-second hero film, a testimonial series with leading studios, and a full digital activation. It reached architects at the moment they were deepest in product research.