Fratelli Maffi SA is a Ticino-based company with more than 120 years of experience in recycling and waste management. It is a well-established local business with strong values centred on sustainability, environmental responsibility and customer service.
When Fratelli Maffi SA approached M cube, the challenge was clear: to transform a long-standing and highly regarded company into a modern, recognisable and competitive brand in the digital landscape. The project covered every aspect of its communications — from strategic consultancy and website development to social media, photography, video production and graphic design — through an integrated approach designed to deliver long-term value.
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Showcasing the company’s heritage without remaining anchored in the past. Fratelli Maffi SA has more than a century of experience behind it. Communicating this legacy in a contemporary way — preserving the company’s identity while making it relevant and appealing to today’s clients — was the central theme throughout the project.
Organising a broad and diverse range of services. Municipal waste collection, container hire, confidential document shredding, demolition and clearance services, and recycling centres all respond to different needs and target audiences. Structuring this information clearly, without overwhelming users, required careful content architecture.
Managing four social media channels with different requirements. Instagram, Facebook, LinkedIn and YouTube each have distinct audiences, formats and objectives. The challenge was to build a consistent presence across every channel while adapting the tone and content format without losing the thread of the company’s identity.
Producing visual content in complex operational environments. Recycling centres, construction sites, heavy vehicles and industrial settings are not straightforward photography locations. Creating professional-quality content in these environments required careful planning, flexibility and practical on-site experience.
Turning sustainability into concrete communication. Fratelli Maffi SA’s environmental commitment is genuine and measurable. Translating it into effective communications — rather than vague or superficial claims — was one of the most important aspects of the project.
The project transformed Fratelli Maffi SA’s digital presence by creating an integrated, consistent and customer-focused communications system.
The strategic consultancy established the foundations: positioning, key messages, target audiences and a structured communications plan. This provided a solid base for every other element of the project.
The website is now modern, mobile-friendly and optimised for search engines. Services are organised into five clear areas — recycling centres, container hire, waste collection, demolition and clearance, and document shredding — with tailored quotation request forms that make the process easier for clients. The “Our Contribution” section uses up-to-date figures to communicate the company’s positive environmental impact across Ticino.
The company is now active on Instagram, Facebook, LinkedIn and YouTube, with content tailored to each channel. Instagram and Facebook reach both private customers and businesses through service updates and sustainability-focused content. LinkedIn positions Fratelli Maffi SA as a professional partner in the B2B market. YouTube hosts more in-depth video content, from recycling centre tours to detailed explanations of the company’s services.
The photography and video content produced showcases the company’s day-to-day work, vehicles, facilities and people, conveying a strong sense of reliability and practical expertise. The visual assets developed ensure consistency across every channel and communications material.
A project that demonstrates how companies with deep local roots can reinvent their digital communications without losing their identity — and, in fact, strengthen it.
