Interview with M. Zadra from New Spool: new video, new website, new brand!

2023 marked a significant turning point for New Spool. In today's interview with owner Marina Zadra, we explore the company’s roots from the early days in a garage in Trentino Alto Adige ( Northern Italy) to its current standing as a leading manufacturer of high-performance welding wire spools. We will delve into the details and motivations driving the massive rebranding efforts to reshape the company's image. A journey into the heart of a business that was able to successfully narrate its history and mission through a new revamped digital image, all while maintaining a practical approach.

2023 was the year of rebranding for New Spool; can you tell us how it all started?
In recent years, New Spool has experienced substantial growth, especially on the international scale. This prompted us to breathe new life into our brand, aiming for a distinct and innovative image compared to that of our competitors. The objective? To introduce ourselves to the global audience in a new, compelling way. The new video breaks away from the typical display of machinery and equipment. Instead, it tells our story, our vision, and the mission we intend to pursue with our business. We put ourselves out there, shared what we have been doing for years, and revisited – through interviews – the early days of this company that started in a garage in Trentino Alto Adige and now occupies 4,500 square meters. Quite a leap, wouldn't you say? We started with 3 individuals; today, we have evolved into a cohesive team of 25. The video underscores that behind the world's most performant metal spool, lies a united team, fueled by passion, and a constant pursuit of cutting-edge technologies, all while maintaining an environmentally conscious approach.

What about the new website?
In New Spool's revamped website, nothing has been left to chance. Each page provides comprehensive details about the characteristics of our spools, ensuring a seamless navigation experience. This is the result of an upfront study of User Experience and User Interface: the strategic choice of a black color scheme goes beyond its association with style and elegance; it also nods to energy efficiency. Research suggests that adjusting screen brightness from 30% to 50% and browsing web pages with a black background can result in energy savings ranging from 3% to 9%. This figure rises significantly to 47% when screen brightness is set to 100%. Furthermore, it is interesting to note that many users already prefer a black background because it reduces eye strain and facilitates screen use in darker environments.

Besides User Experience, what other aspects were prioritized?
Considerable attention was given to icons, which have been custom-designed by the illustrators at Larry Agency. This includes an icon depicting a spool unwinding the wire as you scroll down the page. Keen observers may have also noticed the rotating spool during page loading.
Moving beyond these details, New Spool's website aims to guide the user in discovering the history, products, and features of the spools we provide. A substantial section is dedicated to showcasing the machinery we design and export to strategic areas around the world. In essence, our new online presence aims to fully represent our identity, and we are eager to share it with all of you.

Once again, we thank Mrs. Zadra for participating in this interview. We wish you a smooth navigation on New Spool’s revamped website!

Established in 1998, New Spool has become a benchmark in the production of steel welding wire spools. Specializing in fully recyclable and high-performance solutions, the company has expanded its scope by designing and exporting cutting-edge machinery for the mass production of spools. New Spool's commitment is reflected not only in the quality of its spools but also in the constant customer support, ensuring maximum efficiency in product utilization. The company will be exhibiting at wire Düsseldorf at stand H16/A31, come visit from April 15 to 19.