Closer to clients, even when stores closed.

01Overview

BehMont has sold commercial equipment since 1995, from refrigeration and bakery equipment to barbershop furniture, for businesses (B2B) and households (B2C), with shipping across Argentina. I joined right after university as the company’s only designer in Marketing & Design. During COVID-19, customer behavior changed overnight, and I built a new visual and communication strategy from scratch to keep the brand close to its clients.

02Context

Lockdowns changed how clients bought: fewer visits to the store, more questions through phone and social media, and new health rules in every physical space. The company needed to communicate clearly, reach clients digitally and stay consistent across every touchpoint.

Goals

• Improve communication with existing clients
• Reach potential new clients
• Strengthen brand visibility and consistency
• Open new communication channels

03Strategy

1. 1Context analysisHow clients and sales changed during the pandemic
2. 2GoalsNew sales and communication objectives
3. 3AlignmentOne visual and verbal language across print, digital and the point of sale

04Projects

Brochure and digital catalog

A new catalog organized by purchase frequency and sales area, used as a sales tool and brand asset. A digital version made it easy to share with sellers and clients.

• Product classification
• Layout and visual hierarchy
• Brand identity

Social media and WhatsApp Business

Started Instagram and Facebook from zero as new channels, and set up a WhatsApp Business catalog with message templates for faster customer support.

Reusable shopping bags

Extended the brand into the store with eco-friendly bags, produced with sustainable suppliers.

Signage: COVID-19 and “Open / Closed”

Redesigned indoor and outdoor COVID-19 signage with clear safety information, plus “Open / Closed” signs as a gift for clients’ store entrances: useful for them, visible for BehMont.

• Copywriting
• Visual design
• Public health guidelines
• Coordinating printing and installation

05Results

• New digital channels built from zero: Instagram, Facebook and a WhatsApp Business catalog
• Better communication with clients during lockdowns
• A consistent visual and verbal language across all touchpoints
• Stronger brand positioning through design

06Learnings

This was learning by doing: as the only designer, I built every channel and piece from zero, from strategy to printing. It taught me to design for business goals and real constraints like tight timing, budgets and suppliers. And the signage showed me that even a simple sign, like clear safety information or an “Open / Closed” sign at a client’s door, can improve the customer experience.