V-ZUG Web Relaunch

Over the course of two intensive years, I led a multidisciplinary design initiative that brought V-ZUG’s storied heritage into the digital realm. Founded in 1913, V-ZUG has long exemplified Swiss precision and technological innovation, yet this project required a fresh new articulation of the brand’s core values–reliability, simplicity, sustainability.

As Design Manager and Creative Director, I orchestrated the vision for a newly conceived B2C website and a parallel B2B portal, each aimed at showcasing V-ZUG’s commitment to intuitive technology and impeccable quality. From the start, our team strove to capture the essence of “uncompromised design meets genuine user value,” ensuring that every digital interaction reflected the brand’s longstanding tradition of delivering exceptional home appliances.

V-ZUG’s long history gave the project a unique sense of depth, but it also posed a creative challenge: how to honor a rich heritage while giving it a fresh and modern expression. We met this challenge by building a visual language founded on simplicity. Clean layouts, subtle color choices, and elegant typography brought a feeling of quiet confidence, mirroring the brand’s understated style and precision-driven ethos.

Our first goal was to design a B2C site that would welcome everyday customers into the V-ZUG world. We reorganized the product lineup into clear subcategories so that people could easily find and compare appliances. By creating a thoughtful flow of information, we allowed each product’s special qualities to stand out, showing how V-ZUG’s focus on well-crafted technology can fit smoothly into any modern home.

Inspirations

During this process, we also introduced a space called “Inspirations,” where recipes, cooking classes, and interviews with designers and chefs came together in one place. This section let users explore a more personal side of the brand, offering tips on cooking techniques, design insights, and lifestyle ideas. Curated photography and tasteful layouts gave this editorial content a polished look, helping visitors feel a deeper connection to V-ZUG’s broader philosophy of thoughtful living.

After the B2C site launched, we shifted focus to the B2B portal, crafted for distributors and sales professionals. Here, the goal was to handle more technical information without losing the brand’s clear, inviting style. We worked closely with development teams to ensure that product data, marketing materials, and other resources were both easy to find and visually consistent with the main website. Even in a business-focused environment, we upheld the same emphasis on clarity and ease of use.

Throughout the project, I collaborated with V-ZUG’s CMO, Nathalie Noël, as well as cross-functional teams at Valantic and CDLX. Multiple stakeholders, each with different priorities, required open communication and quick adaptations to shifting objectives. By balancing diverse viewpoints and maintaining strict quality standards, we kept everyone moving toward the same goal: a digital experience that truly represents V-ZUG’s pursuit of seamless functionality and refined design.

Project Summary

Scope: Web Design, Brand Design, Art Direction, Creative Consulting

Responsibilities: Design Management, Creative Direction, UX/UI Design, Art Direction, Stakeholder Management, Creative Sonculting

Project Team:
CDLX – Maciej Kodzis, Isa Soysal, Justuf Pfeiffer, Raigo Lilleberg, Sena Oh
Valantic – Julia Hiess, Pia Heule, Vincent Aniol, Sonja Keller
V-ZUG: Nathalie Noël, Pascal Stenz, Roland Graf, Kevin Perlinger, Marco Velardi, Sasha Wägeli

Link

V-ZUG