THE CONTEXT: A DISTRIBUTOR WITH NO IDENTITY AND NO ONLINE PRESENCE

Van-Guard France Direct is the official French distributor of Van-Guard equipment — a recognised brand specialising in protection, storage and organisation solutions for light commercial vehicles. The company serves a high-value niche market, supplying professionals in the construction, logistics and field-services sectors.

Despite the brand’s strong international reputation, Van-Guard France Direct was launching without any digital foundation of its own:

• No French visual identity: no logo, no brand guidelines adapted to the French market — only generic assets inherited from the parent brand.
• No website: customers and prospects had no way to discover the product range, compare items or get in touch with the distributor online.
• No product search tool: with a broad and highly technical catalogue, browsing the range without dedicated filters made the purchasing experience unnecessarily complex for professionals.

The challenge was twofold: build a credible, distinctive visual identity, then give it life through a high-performance website capable of meeting the expectations of a demanding professional audience.

OUR APPROACH: IDENTITY, WEBSITE AND PRODUCT EXPERIENCE FROM SCRATCH

1. CREATING THE FRENCH VISUAL IDENTITY

Starting from the parent brand’s graphic universe, we designed a logo built specifically for the French market:

• A clear local positioning: the logo draws on Van-Guard’s visual codes while asserting the “France Direct” positioning — proximity, availability and a short supply chain.
• A robust graphic palette: industrial tones that reflect the commercial vehicle sector and inspire confidence among tradespeople, logistics operators and field professionals.
• A full set of variations: the logo was delivered in multiple formats (light background, dark background, monochrome) to cover all web, print and signage applications.

2. WEBSITE DESIGN AND DEVELOPMENT

We designed a conversion-oriented showcase site built for a professional audience:

• A clear product architecture: ranges organised by vehicle type and intended use, so a professional can quickly find the right solution for their fleet.
• Fully responsive: optimised experience on mobile — essential for professionals who are often browsing from the field.
• Design aligned with the new identity: full visual consistency between the logo and the website, delivering a unified brand image from day one.
• Technical product sheets: specifications, vehicle compatibility information and product visuals presented clearly to support purchase decisions.

3. CUSTOM PRODUCT SEARCH ENGINE

The complexity of the Van-Guard catalogue — dozens of references per vehicle model — called for a dedicated search tool, far beyond a standard filter:

• Vehicle-based search: users select their make, model and year to instantly access all compatible products for their van.
• Cross-filtering: combine criteria (equipment type, intended use, dimensions) to narrow down results in just a few clicks.
• Smooth, real-time experience: results update instantly without page reloads — fast and efficient for time-pressed professionals.