Céragrès has completely reimagined its website and digital tools based on a simple insight: there is still a significant gap between seeing a material on screen and understanding its real-world qualities. Textures, nuances and surface variations are all essential characteristics of ceramics, and all are difficult to evaluate from a distance. The new site aims to provide an enhanced understanding of each material to better inform the decision-making process for professionals and the general public alike.

To achieve its goal, the company decided to use digital technology as a guidance tool rather than a simple transactional element. Well-known to architects and designers, the challenges of accurately representing surfaces were central to restructuring the company’s digital platforms. They are now focused on providing more accurate and detailed information, more closely linked to the real-world experience of the product.

A website designed as a professional tool

The new website was designed to be a true professional tool. Each product was photographed individually using the actual material, with special attention given to lighting, textures and surface variations. This approach enables a progressive reading of the material, from the installed product to the finest detail, including precise nuances in colours and finish brilliance.

“We wanted each product to be shown as accurately as possible. By photographing real materials using carefully designed lighting, we help customers get a more accurate sense of the texture, depth and personality of the surface,” says Philippe Gervais, Vice-President, Sales, Marketing and Strategy at Céragrès.

The approach is part of a broader effort to optimize the purchasing journey by providing more precise information from the earliest project phases. The aim is to reduce the need for adjustments, minimize errors and smooth project execution, for professionals and end users alike.

This digital makeover is also part of a wider evolution in the visual identity of Céragrès, developed in collaboration with LG2. Designed to respond to the current realities of digital platforms and communication tools, the new identity takes a clearer, more flexible approach with greater emphasis on highlighting products and the user experience.

As part of the process a new visual signature was developed, including a horizontal logo designed for ease of use in certain settings where the square logo format had limitations. The evolution is designed to ensure a high degree of coherence between the company’s various platforms and touchpoints.

This new step reflects a commitment to adapting the Céragrès experience to current practices, by developing a unified approach that incorporates performance, legibility and continuity between physical and digital environments.

A new, more efficient and more eco-friendly sample system

The same logic extends to a complete overhaul of the company’s sample-supply system. Céragrès is introducing a new compact format – a 3 x 6 tile mounted on a solid backing – designed to be easily transported, compared and tested in the project’s actual environment. Each sample includes a technical sheet and a QR code linked to the product page, ensuring continuity between the physical experience and digital information.

“Samples play a central role in the product selection process. They allow the client to see, touch and test the material in its actual setting, so they can confirm their choice of colour and texture and how they interact with light,” Mr. Gervais adds.

Beyond the user experience, this evolution addresses specific operational issues. By standardizing sample formats and minimizing the handling of large slabs, Céragrès reduces the risk of breakage, waste and unnecessary transportation.

“By completely rethinking our sample system, we’ve improved logistical efficiency while reducing environmental impacts,” Mr. Gervais notes. “The approach was developed in collaboration with suppliers, in order to ensure consistency throughout the supply chain.”

The new digital platform also opens the way to future developments. In the long run, Céragrès plans to open an online store that can serve all of Canada, based on a structured progression: from product research to confirmation of the choice via samples and finally purchase.

“Our vision is to develop an online buying experience that respects the complexity of the product,” says Mr. Gervais. “Solid information and a positive experience always have to precede a transaction.”

By transforming its website into a tool for deeper product understanding rather than a simple catalogue, Céragrès reaffirms its commitment to helping clients navigate increasingly complex projects with concrete, project-specific solutions. The approach is part of a company-wide effort to enhance[MS1]  the customer experience, improve accuracy in choices and increase the efficiency of the process from initial contact to project completion.