THE PILLARS OF GALUP’S DIGITAL COMMUNICATION

The project required an upgrade of the website and e-commerce infrastructure to make them faster, more stable, and frictionless, especially during peak seasonal periods. Navigation was made smoother: quicker access to products, intuitive paths, and a streamlined checkout reduced critical points in the funnel. At the same time, the brand identity was strengthened throughout the entire user journey, with clear visibility for special lines, group brands, and institutional content. These choices were supported by a focused commercial strategy, with optimized campaigns and in-depth investment analysis, contributing to an overall improvement in profitability.

NAVIGATION FLOWS AND PURCHASE FLOWS

Redefining navigation flows—separating user journeys from crawler paths—improved both indexing and content usability. Collection pages, redesigned as orientation hubs, highlight seasonal lines, core categories, and brands such as Streglio and Pasticceria Cuneo within a clearer taxonomy. The shop was organized with more effective filters and a homepage conceived as a direct gateway to purchase, featuring optimized search and fast-checkout tools. This structure made the journey quicker and more intuitive, contributing to overall order growth.

DESIGN SYSTEM AND COMMUNICATION OF UNIQUE VALUE

Transforming collections into category pages made offer exploration more immediate, while Galup’s heritage storytelling was integrated without disrupting the purchase flow. Illustrations and visual identity created by Noodles were adapted for digital applications through a coherent, recognizable design system that is easy to manage over time. Colors, cards, and visual hierarchies improve readability and orientation while also supporting the site’s technical performance.

FROM E-COMMERCE TO MEDIA SYSTEM: AN INTEGRATED STRATEGY

The shop redesign was paired with an evolution of commercial communication. Meta campaigns were precisely distributed by seasonality, target, and product lines, while consistent social content and a structured newsletter editorial plan supported traffic and conversions. Content quality and media activity optimization delivered stronger performance; revenue growth confirmed the robustness of the integrated approach.

AN ECOSYSTEM THAT ENHANCES HERITAGE AND CONVERSION

The new digital ecosystem connects identity, products, and performance within a single system, capable of telling the brand’s story while simplifying every stage of the purchasing journey. The technology stack, design system, and media activities work in synergy, ensuring a smoother, growth-oriented experience throughout the year. The project shows how a digital presence can transform a seasonal offering into a clear, recognizable experience that generates long-term value.

Agency: Blank_Spaces
Design director (UX/UI): Simone Stucchi

Visual identity / UX/UI / Design System / Website / Campaigns