METRA is one of the leading players in the aluminium extrusion sector, with expertise spanning industry, architecture and the railway sector. The evolution of the group and the presence of business units with different markets, audiences and languages required a strategic reflection on the brand’s overall identity: building a system capable of enhancing the specificities of the various areas while maintaining consistency, recognisability and continuity with the company’s history and industrial heritage.

WISE developed a Brand Architecture review, defining the relationships between the holding company and business units and building an identity system capable of supporting their evolution. The project involved rebranding, the definition of visual and narrative codes, the design of websites, corporate tools and key touchpoints — transforming the group’s identity into a coordinated ecosystem capable of engaging different markets while maintaining a shared vision.

A clearer, more structured and recognisable Brand system, capable of strengthening the holding company’s role and enhancing the specificities of the various divisions. The new brand architecture provided the foundations for consistent communication at national and international level, supporting dialogue with customers, designers, stakeholders and target markets.