Piana: brand identity and Webflow website for a fleet management solution

Branding

Two slanted strokes, like a road speeding by

The Piana logotype pairs a drawn word, compact and dynamic, with a symbol made of two slanted strokes: a road seen in perspective, and the movement of the vehicles being managed. The symbol stands on its own on a card, an app or a favicon.

The palette starts from the field: a khaki (#574B2D) and a taupe (#BDAB7B), the colours of the landscapes you drive through in a van, on a cream background (#EFEDE5). A lemon yellow (#EDFF77), an electric blue (#849DF5) and a midnight blue (#101E4C) bring energy and signal electric; an olive (#4A5213) dresses the Charging Pass. Each colour comes in ten shades in a working palette for interfaces.

Headings are set in Funnel Display, a generous, legible grotesque; labels and data in Chivo Mono, which echoes the lettering on a payment card. The three cards (Fuel, Mobility, Charging Pass) follow this system: one background per use, the logo top right, the vehicle's registration in mono type.

Art Direction

Three roads to find the tone between expertise and approachability

Before the site, Gemeos explored three complete territories, each applied to a home page with its palette, typefaces and image treatment. The directions were designed under the project's working name. The brief came down to two ideas: professional but accessible, and understandable at first glance.

Web Design

A page for every product, every trade and every fleet size

The site speaks to very different profiles: the plumber who wants to stop keeping receipts, the manager of a fleet of 500 vans, the company electrifying its fleet. The home page sets out the promise and the figures, then steers each visitor to the right product and the right trade page; every page ends with the demo request.

Gemeos designed a UI Kit and a component library in Figma before the pages: animated tabs, product cards, counters, logo banners, FAQ accordions, testimonial blocks. The same building blocks make up every page, which lets the Piana team create new ones without going back to design.

Webflow Development

A site the Piana team runs on its own

The site is built on Webflow. Products, solutions by trade, customer stories, testimonials, customer and station logos, guides, articles and authors live in CMS collections: the Piana team adds a trade page or a logo without touching the layout, and image fields state the expected resolution.

Demo forms are connected to Piana's CRM; the customer support form, accessible from the footer, sends requests to Slack through the existing automation. Animations stay light (short looping videos, horizontally scrolling carousels), and the team was trained on Webflow to update the site independently.

SEO

Answering fleet managers' searches, trade by trade

A fleet manager searches for “carte carburant artisan” (fuel card for tradespeople), “loi LOM flotte” (LOM law for fleets) or “péage en flux libre” (free-flow tolls) long before searching for Piana. The strategy was therefore to cover these searches: product pages, a page per trade and per fleet size, long-form guides and a blog signed by the Piana team.

Readable by search engines and AI assistants alike

Guides open with a summary and a table of contents, product and trade pages answer fleet managers' concrete questions in their FAQ, and articles are signed by Matthieu Coti, co-founder, with their author page. Short, attributed, dated answers: that is what helps search engines and AI assistants cite Piana on fleet management.