A storied Italian furniture design house dating back to 1920, Altek is a family-run company now in the hands of the fourth generation. While the business has a long history, it is facing new challenges as it is in need of a bread-and-butter, "new classic" line for the company. Altek thus tasked Studio Baeriswyl's Zurich office to design a new line of furniture to enter the office market.
We identified multiple challenges that acted as constraints: a "new classic's" need to be timeless in style and form; Altek's production limitations to bent tubular steel; and the need for brand communications to be synchronized with design. The concept and sub-brand "Linea Vertigo" was born directly to answer these challenges.
From brand analysis, naming, product design, to marketing communications, we created Linea Vertigo to be a cohesive sub-brand. Made with the simplest of tube bending techniques, the series consists of a complete range of tables, chairs, and shelves meant for public spaces. The name "Linea Vertigo" reflects the design's concept of "reduced to the minimum," with the same visual language extended and applied to print and digital. We designed corresponding marketing collateral such as brochures and website, with photo shoots set on factory grounds and featuring employees as models. The result not only highlights the industrial heritage and longstanding history of the company, but builds up employee pride-a branding exercise that worked both internally and externally.