We began with a principle that became the core of the content strategy: a corporate brand earns attention when it switches off the spotlight on itself and lets its actions speak. For Barilla Group, this meant moving corporate communication from producing content to crafting journalism, looking for the real story behind each initiative and the moments that bring it to life. From this principle, we developed:

• A content strategy for Barilla Group. One brand voice defined by its tonality (open, genuine, inspirational) and four editorial principles: driven by story and guided by impact; one voice for brand, people, values and purpose; let actions speak for the company; quality over quantity. Dedicated guidelines extend the same voice to LinkedIn, YouTube and X.

• An editorial framework built on three areas. Good for You, Good for the Communities and Good for the Planet gather the group's topics, from food as a positive daily habit and the Mediterranean diet to inclusion, workplace culture, sustainable agriculture and the environmental impact of its brands.

• The Barilla Group corporate website. We designed the information architecture, navigation, user flows, interface, art direction and visual design, and developed the platform. Stories about food, sustainability, innovation and people lead the experience, while sections on the company, its commitment, its sustainability work and its brands give each story a place to land.

For Barilla for Professionals, the starting point was the opposite problem. The complexity of a multi-country B2B offer was there to stay, so we focused on making content easy to consult, inviting professionals to explore the range before they lose interest. Through a series of workshops with the client, organised around corporate pages, products and recipes, editorial content and homepage, we defined:

• A design strategy built on three user interests. "Get Solutions" shows that the range has an answer for each type of business. "Get Inspired" uses recipes, cooking tips and foodservice highlights to spark curiosity about products and services. "Get in Touch" keeps the contact request visible from the menu and adds a dedicated banner to each section, with copy written for the page it sits on.

• A look & feel rooted in the Barilla for Professionals identity. A deep, refined blue paired with red, close-up imagery of pasta textures and dishes, and a strong focus on the chefs and people who work in the sector. Netto Pro and Avenir set the typographic voice of a trusted partner: elegant and contemporary, with a traditional soul.

• A design system and a shared architecture. Components and their states, product colour styles, content icons and a grid system that adapts across four breakpoints, from 320 to 1440 pixels. Every country site shares the same structure, and each market can adapt sections and content to its own needs.

• A rollout model from global to local. We built a global master site, presented the project to each market, onboarded the regional teams and guided every country through content selection, translations, data migration, testing and go-live, so that each localisation grew from the same base without overlapping the others.

Today, Barilla Group tells its stories with one voice, and Barilla for Professionals reaches professional kitchens through eleven sites in six languages, from Stockholm to São Paulo to Sydney. Two systems, each with its own shape, made from the same dough.