A new brand in the stone sector, built from scratch: identity, sales channel, content and communication.
- 01
BRAND LANGUAGE
- 02
CONTENT PRODUCTION
- 03
WEBSITE & ECOMMERCE
- 04
CORPORATE FILM PRODUCTION
- 05
SOCIAL MEDIA
- 06
META ADS
Ongoing
01 · BRAND LANGUAGE
A BRAND THAT DID NOT EXIST
No logo, no colour, not a single piece to introduce itself with. The first job was not designing: it was deciding what a stone brand that wants to sell as premium has to convey. The answer was in the name itself.
LUX · Light, movement, elegance, luxury
PIEDRA · Structure, materiality, solidity
Gold
#c5a56a
Stone
#4c4c4c
Graphite
#303636
Copper
#b87333
Tenor Sans
Headlines
Pontano Sans
Body
Two typefaces in one logo: «LUX» leads and «PIEDRA» holds. The tension between the two IS the brand.
02 · CONTENT PRODUCTION
THE STONE, TWICE
Stone has to be photographed twice: on its own, so the material reads, and installed, so it can be pictured at home. Studio sessions with the samples and visits to finished projects. That is the image bank feeding the website, the shop and the social channels.
The results, below
In the studio
The material on its own, so it reads.
On site
The same material installed, to picture it at home.
03 · WEBSITE & ECOMMERCE
A CATALOGUE YOU CAN TOUCH
Stone sells by touch. The site does the next best thing: compare a project before and after, and walk through the textures one by one. On top, a sample shop: nobody picks stone blind.
Visit luxpiedra.com04 · CORPORATE FILM PRODUCTION
THREE DAYS IN THE QUARRY
Three days shooting in the quarries of Murcia, plus more than twenty finished projects visited. Two things come out of it: the corporate film explaining what Luxpiedra does and how the business works, in its own voice, and the content bank that feeds its social channels for the months ahead.
05 · SOCIAL MEDIA
FROM QUARRY TO BUILDING
We opened the account and filled it along one clear line: where the stone comes from and where it ends up. Product, projects, quarry and explainers. Every post shows a material, proves a job or answers something a client asks before buying. Highlights are organised by stone type, which is how people actually search.
See the profile on Instagram
06 · META ADS
CLOSING THE CIRCLE: GET THEM ASKING FOR SAMPLES
With the brand in place and the public face clean (product, services, values and team) acquisition stops being a shot in the dark. We build specific creatives and segment towards the people who actually decide: interior designers, architects and builders. The goal is not awareness, it is enquiry forms and sample requests coming in.