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Freudiger’s Digital Transformation

Client: Freudiger SA
Industry: Industrial

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Freudiger SA is a family-owned company specializing in the production and commercialization of synthetic sapphire and ruby components since 1947. In 2024, the company embarked on a strategic initiative to strengthen its market positioning and enhance the value of a heritage built over 75 years of excellence. This journey included a full rebranding and a complete overhaul of its website, transforming it into a key asset for communication with clients and partners.
New Logo

Brand System Development

New Website

The Challenge

Freudiger SA lacked a structured brand identity and an effective digital presence. Its website, not optimized for search engines, failed to generate traffic and remained largely inaccessible to potential customers.

This absence of distinctive branding limited the company's ability to communicate its value and establish a clear market positioning, reducing opportunities for differentiation from competitors.

Moreover, the lack of a solid digital strategy hindered both customer acquisition and relationship building with existing clients, preventing the company from fully leveraging digital potential for business growth.

With the support of Ander Group, Freudiger SA embarked on a digital transformation journey, establishing a recognizable visual identity and turning its website into a strategic asset. The goal was to enhance the company’s visibility, strengthen its online competitiveness, and position digital as a key channel for communication and market engagement.

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A New Brand Identity

Before any digital transformation, it was crucial to establish a strong visual identity. Freudiger SA lacked a defined logo and a recognizable branding system, operating without distinctive elements to highlight its heritage and market positioning.

We designed a new logo that reflects the company’s tradition and expertise. The design aligns with Freudiger SA’s core values of precision and reliability, ensuring a visual representation that resonates with its legacy.

Beyond the logo, we developed a comprehensive brand system with clear guidelines for applying the visual identity across all corporate materials. We also created essential communication assets, including business cards, email signatures, and letterhead templates. These elements ensure visual consistency and strengthen brand recognition in every touchpoint.

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Freudiger’s new website: a HubSpot-powered ecosystem

Freudiger SA’s previous website was neither indexed nor generating traffic. There was no content strategy in place, nor a structure capable of enhancing the company’s online presence. The first step was to build a digital ecosystem that would turn the website into a go-to resource for clients and partners.

We began the project with a content assessment, analyzing existing information and identifying key areas for development. Through a collaborative workshop with the client, we defined priority content and structured a clear, functional information architecture to support business objectives.

The website’s design followed a user experience (UX)-driven approach, ensuring intuitive navigation and immediate access to the most relevant information. This transformation not only improved usability but also positioned Freudiger SA for greater visibility and engagement in the digital space.

To enhance online visibility, we conducted a keyword and search volume analysis, identifying the best opportunities for organic positioning.

The website was developed following SEO best practices, integrating both technical and strategic optimizations to improve its relevance on search engines. From metadata structuring to content optimization, every aspect was fine-tuned to maximize discoverability.

The entire system was built on HubSpot, ensuring a scalable and fully integrated infrastructure that seamlessly connects with the company’s marketing and contact management tools. This approach not only boosts search rankings but also empowers Freudiger SA with a digital ecosystem designed for long-term growth and efficiency.

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Results Achieved

Freudiger SA now has a strong digital presence and a clearly defined brand identity. The new logo and brand system ensure visual consistency across all channels, reinforcing the company’s market positioning. Updated communication materials enhance brand perception and elevate the company’s professionalism in interactions with clients and partners.

The website, previously invisible from an SEO perspective, has started generating organic traffic. Optimized for search engines, it has significantly increased Freudiger SA’s visibility, making it more accessible to potential customers looking for specialized suppliers of synthetic sapphire and ruby components.

The adoption of HubSpot has transformed the website into a powerful business tool. Freudiger SA can now efficiently manage content, track user interactions, and develop data-driven marketing strategies. This shift has turned the website into a strategic asset, driving sustainable business growth over the long term.

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“Thanks to this journey, we now have a clear identity and a website that truly represents our history and value. Today, Freudiger SA is more visible and accessible to our clients.”

Luca Freudiger / CEO

Does your brand’s visual identity fail to reflect your vision? Let’s talk!