SOMEC group brings together companies specialising in turnkey construction projects. Its activities are divided into three business segments, one of which is the design and creation of customised interiors, also known as MESTIERI.

After working with KeyWe on its strictly corporate online presence, the Group has once again chosen the agency. The goal is to communicate the distinctive identity of MESTIERI, an entrepreneurial project with Italian DNA specialising in the creation of luxury interiors: unique creations with high execution challenges.

Communication challenges

Just as MESTIERI’s mission is to solve execution challenges, we at KeyWe took on the communication challenge. Throughout the process, our creative proposals have always taken into account the specific requests of the management:

• Reach a cross-cutting, high-spending target audience: from architectural firms to private clients;
• Communicate values and talents in a creative way, with emotional storytelling;
• Tell the story of contemporary Italian craftsmanship, strong in ancient knowledge but also technological and organised.

Emotional storytelling

We proposed a narrative journey that begins by explaining the why: the vision that inspires the action.

MESTIERI is the director who coordinates the artisan companies involved in the projects, from design to installation. Each work is customised and cannot be replicated. The narrative therefore starts from deep motivations: MESTIERI was created to make something that did not exist before, unique creations never made before.

1. Why MESTIERI was created – To bring something to life that did not exist before;
2. How it achieves its purpose – Through the creation of unique pieces, Italian craftsmanship and a culture of know-how;
3. What it achieves – High-end interiors, coordinating the work of the artisan companies involved.

The website: architecture

The architecture of the website follows the storyline. The narrative (Why — How — What) is reflected in the layout and naming of the menu pages: Vision, Method, Craftsmanship and Technology, Skills. From concept to creation, the journey guides the user to discover MESTIERI.

The Projects section is dedicated to international creations, a source of inspiration for stakeholders, to stimulate interest and generate leads.

The website: design

Great importance is given to photos, letting the beauty of the creations speak for themselves. The logos of the artisan companies that make up MESTIERI also feature prominently, a detail that enhances the identity of the individual within the group.

The site is rich in graphic symbols that recall the logo’s pictogram, a symbol of design and craftsmanship. This stylistic choice is clearly visible, for example, in the design of the calls to action.

The colour palette makes extensive use of light pink, the symbolic colour of MESTIERI. The font is elegant and contemporary, representing a luxury in line with current standards.

Visit MESTIERI Group