Brand and website for a road marking contractor

The client and the brief

Signalizacija Magovnik d.o.o., based in Zagreb, installs road markings and traffic signage across Croatia: it marks out car parks, road surfaces and industrial halls, and supplies and fits traffic signs and equipment. Its clients are cities, municipalities, county road authorities, construction companies, retail centres, industry and logistics. A large part of the work comes through public procurement, where the bid is judged alongside the impression the company makes.

The company had the work but not an identity. This called for building a whole brand, not just putting up a site.

The approach

We started with research: market and competitor analysis, then positioning and tone of voice. All of it was written down before the first element of the identity was drawn.

That produced a visual identity with a logo, colours, typography and usage rules, assembled into a brandbook the company can hand to any printer or supplier. This company’s identity lives out in the field more than on a screen, so we applied it to vehicle graphics, t-shirts, business cards and an email signature.

We structured the site by service and by what a client needs to see. For public procurement we built a dedicated page with the company’s key details, activity codes and a list of the documents supplied with a bid, from the court register extract and credit reports to CE declarations of conformity for the materials. An officer in a city administration can see in one place what to expect.

What we delivered

• Market and competitor research, positioning and tone of voice
• Logo, colour palette, typography and a brandbook with usage rules
• Designs for vehicle graphics, t-shirts, business cards and an email signature
• A website with a homepage, a services overview and four service pages: car park marking, road markings, industrial floor marking, and traffic signs and equipment
• A public procurement page with company details and a list of documentation
• A references page with photos of completed work grouped by type
• FAQs on pricing, materials, marking durability, the process and warranty
• An enquiry form with service type, project location and area
• Structured data for a local business, its services and FAQs
• Legal pages and a cookie notice that lets visitors accept only essential cookies

Technology

The site is lightweight and static, served through Cloudflare’s network, with no database or CMS to maintain. The form sends enquiries to the company’s inbox, with spam protection. The copy is written around the terms people actually use to find a contractor, by service and by area, with the emphasis on compliance with Croatian traffic signage regulations and a clear turnaround for quotes.

The outcome

The company went from having no identity to a complete brand and a website at signalizacija-magovnik.hr. A client can review services and materials, check the details needed for public procurement and send an enquiry with the location and scope of the job.

We measured the site with Google Lighthouse in mobile mode: performance 91, accessibility 97, and best practices and SEO each 100 out of 100.