Citira – A new website for a circular leader

Background

Citira is a full-service partner in circular tire management, combining 52 service stations, five retreading factories, and their own logistics fleet. Operating in the Nordics and Poland, they provide 24/7 mobile tire services, industrial retreading, rim refurbishment, tire distribution, alignment, and fleet solutions.

Their mission is clear: extend the life of every tire, reduce waste, and lower CO₂ emissions across the transport sector. A retreaded tire emits 63% less CO₂ and uses 70% fewer resources than a new one – and it can be retreaded up to three times. Citira combines convenience, sustainability, and performance, with a strong customer focus and a brand-independent service offering.

The challenge

Citira needed a new website that could clearly express their comprehensive offer and sustainability-driven purpose. The ambition was not just to explain what they do, but why it matters – to both the environment and their customers’ bottom line.

The site had to reflect a completely new brand identity, created by Bold, and at the same time be easy to manage internally. Performance, flexibility, and findability were key.

The solution

We partnered with Bold, who developed Citira’s new identity and design system. Our role focused on CMS architecture, Webflow implementation, and SEO – ensuring the site is both visually powerful and technically effective.

Throughout the project, we worked closely with the entire Citira team in an iterative and exploratory way. We tested bold technical solutions, ran fast demos, and continuously refined both design and architecture. By combining hands-on experimentation with strategic thinking, we were able to shape a solution that truly aligned with the brand’s purpose and user needs. This collaborative, agile approach allowed us to make fast progress without compromising quality.

To make the site scalable and easy to use, we built it in Webflow with modular content blocks – enabling the Citira team to create new pages, adjust layouts, and maintain content without technical support. We also implemented SEO best practices from day one, with structured data, metadata management, and optimized loading.

The result

The new citira.com is a modern, content-driven platform that communicates Citira’s offer with clarity and credibility. It supports both brand building and conversion – and gives the internal team full control over updates and growth.

With a strong technical foundation and a seamless editorial experience, Citira is now equipped to scale their message across markets, media, and milestones.

"We are incredibly pleased with ted&gustaf. Throughout the journey of building a new brand and identity from scratch, we had a reliable digital agency that helped us optimize the web experience and pushed us forward. They also worked at lightning speed with a rather demanding design and additional requests from our side. We can warmly recommend ted&gustaf". - Alexander Lindelöf, Head of Strategy & Digital Transformation at Citira.

We’re proud to be part of this journey together with Bold – helping bring Citira’s vision to life and putting circular tire management on the map. It’s an initiative that pushes both sustainability and smarter consumption forward. We’re excited to follow how the offer is received – and to continue supporting this important shift in the industry.