Noval Group

For Noval Group, the brand work and the moment people met it came together: a new identity, a new website and an event that presented them live, in Naples, to the people who choose, sell and install Noval windows and doors.

Domenico Castaldo founded Noval Group in 1989 in Cardito, near Naples, to produce aluminium and aluminium-wood windows and doors made in Italy. From an artisan workshop it grew into an industrial company: windows, doors, sliding systems, shutters and blackout systems, with the DC82 system as its flagship and the Minimal Line among the most requested.

The numbers are the company’s own: 200 distributors in Italy, 20 abroad, half a million frames shipped worldwide and 10,000 square metres of showroom.

When we met Noval, the second generation of the Castaldo family was taking the helm. The products had grown, the image had not: aesthetics and communication had fallen behind, in a high-end market where German and Scandinavian brands have decades of brand building behind them.

For a company from Campania, perception was a concrete obstacle. A foreign buyer or an architect judges a window frame also by how its maker presents itself, and a better product alone was not enough to make that visible.

We redid Noval’s identity in full: positioning, tone of voice, visual system, digital presence. The goal was to present Noval as a premium window and door brand, on a par with European brands, keeping the family tradition and the drive of the new generation at the centre.

The website is the first piece. Product photography, technical cross-sections of the profiles, the company’s history and a structure designed for foreign buyers too. Above all, it puts in the foreground the sales tools Noval offers installers and showrooms: the quoting tool, which follows the job from order to delivery, the configurator, which shows the frames installed in the room before the quote, and the augmented reality Noval App.

Deep Marketing brought together the brand work, the website and the launch organisation. The new identity guided the digital materials and invitation; the website presented products and sales tools; the event showed them to the people who would recommend and use them. The images of the website, dated invitation and stage presentation document these steps.

The project connects branding, website design and event organisation. If you need a team to coordinate several activities, explore our outsourced marketing department.

On 20 November 2021 the new brand was presented at the Teatro Salone Margherita, beneath the Galleria Umberto I in the centre of Naples, at an event we conceived and organised from the invitation to the stage. Around three hundred guests, including architects, designers, dealers and international partners.

On stage the products were shown in augmented reality, through a headset, while the audience followed on the big screen the same window frame the speaker was pointing at. The configurator, app and headsets are Noval’s tools: we handled their communication and launch, within the story of the new brand. For a sector that usually presents itself at trade fairs, among stands and catalogues, it was a way to bring the brand and people together in a theatre.