City Branding is a complex, long-term, and exciting challenge. Creating a brand for a city with 3,000 years of history requires research, thought, and vision. That’s why we engaged the most important city stakeholders to identify and express the values that define its soul.

“Brescia. La tua città europea” is the project that embodies the spirit and the values of the city, guiding it towards the future and sharing its story across Italy, Europe, and the world. Both offline and online communication (through the new website and social media profiles) serve as a voice of an authentic Brescia: outspoken, direct, but also colourful, ironic, and optimistic.

To create an even more distinctive identity, we designed a custom font: Brescia Sans. Inspired by the linear grotesques of the 19th and 20th centuries, with large and imperfect letters, crafted for headlines and urban displays, this typography highlights the verticality of letters, the street typography, and uses fine punctuation to bring rhythm and uniqueness to even the simplest phrases.

The new city branding was launched through an OOH campaign, structured in two phases. In the first one, colours are protagonists: the city was filled with silent billboards, bold blocks of colour displaying only the website and Instagram profile. In the second one, magically, the words appeared. Short and striking copy: playful wordplay and twists on classic idioms that reveal the essence of the city.

Strategist

Lorenzo Urietti

Art Direction

Lorenzo Guareschi

Copywriting

Claudio Savelli

Project Management

Stefano Gesa, Giovanni Manzoli, Veronica Trocchia, Andrea Lussignoli

Graphic Design

Marco Bellini

Type Design

Michelangelo Nigra

Social Media Management

Alice Ghiroldi

Photography

Alessandro Belussi

Web Design

Paolo Baronio

Account Management

Fabrizio Martire, Andrea Lussignoli

Out Of is an Italian brand specialising in the production of eyewear accessories, a fast-growing start-up that is enjoying success thanks to the technological innovations of its products.

We repositioned this brand, giving structure to its communication to allow it to be consistent and relevant not only to its most loyal audience but also to all new market segments. Today, Out Of is relevant thanks to this brand extension process for both national and international markets.

In addition to positioning the brand, we developed the creative direction, tone of voice and brand manual for Out Of with all the rules of communication and art direction.

Strategy

Alessandro Mininno, Stefano Gesa, Lorenzo Urietti

Creative & Art Direction

Giorgio Mininno, Lorenzo Guareschi

Graphic Design

Matteo Sorlini

Copywriting

Riccardo Froscianti

The world of liqueurs is soaked in typical Italian visual references: seals, custom lettering, frills and decorations. These elements are at times meticulously finished, and at times rough in size and colour combinations. Studying the market for classic Italian drinks was fundamental in order to understand the nature of this style and build a team able to bring life to a product which was ready to become a classic.

Bella Sprizz is an Italian liqueur line designed for the American market. We worked on its positioning, logo design and packaging system, creating a new line which, at first glance, seems to have always existed.

Creative & Art Direction

Giorgio Mininno

Strategy

Alessandro Mininno

Lettering and Label Design

Davide Pagliardini

Art Direction & Graphic Design

Lorenzo Guareschi

CGI Production

Filippo Bello

Post Production

Alessandro Belussi

Web Design

Lorenzo Guareschi

Copywriting

Alessandra Arpi

United Spirits, a New York-based company specialising in the import and distribution of spirits, asked us to design a new identity that would reflect the focus on sustainability and ethics of the brands they select.

The logo and typography system created are weatherproof, designed to stand out on shipping boxes and adhesive tapes. On this rigid black and white structure, we used an alternative colour palette. There are no other real colours, but secondary shades are provided by the recycled paper and cardboard on which the applications are printed.

The result is a brand with all the spirit of New York streets, but with an accurate and sustainable attention to detail.

Creative Direction

Giorgio Mininno

Art Direction & Graphic Design

Lorenzo Guareschi

We have been working with the Università Cattolica on an ongoing basis for some time now, contributing to projects that are transforming the image of the renowned Italian university. Nunc is one of the building blocks of this journey. It is a digital platform that will house the vast archive of digital content produced over the coming years, making it easy to access and available for reference.

Nunc is not just a digital archive, it is a more ambitious project that will help the university communicate its knowledge and give a face to all the people who are creating value through education, research and networking in the university world.

We designed everything about this brand, from the name to the logo, up to and including the animated identity, creating the graphic and sound assets that now accompany the digital content on the web platform designed and developed together with the Nunc team.

Creative Direction

Giorgio Mininno

Art Direction & Graphic Design

Matlis Cenuka

Website UX & Project Management

Francesco Brutto

Web Design

Manuel Natale

Web Development

Nicola Merici, Giuseppe Falco

Motion Design

Bax Studio

Sound Design

Paolo Forchetti

When we designed the new identity of Formules, one of the few Italian consultancy firms specialising in creative industries, we decided to take advantage of our knowledge in the field of contemporary art to characterise the creative and strategic thinking behind this brand.

By using contemporary artwork in communication, Formules is able to communicate its authority and leadership in hyper-specialised and complex sectors such as consulting for the creative industries, web 3.0 and placemaking.

During the launch of the new corporate identity and website, Thomas Cheneseau’s images allowed us to build a sophisticated and visually competitive aesthetic. Thomas has always broken images, yesterday he did it with glitch techniques, today he does it with tools like Midjourney.

Creative & Art Direction

Giorgio Mininno

Strategy

Alessandro Mininno

Artworks

Thomas Cheneseau

Art Directon & Graphic Design

Matlis Cenuka

Website UX & Project Management

Francesco Brutto

Web Design & Development

Stefano Peschiera

Copywriting

Francesca Ulisse

Alpha Test, a business landmark on the Italian market that has supported millions of students achieve university admission for 35 years has chosen us to reimagine the strategy behind its brand.

Examining a new way of looking at university was the first step in rethinking the brand image, which has now begun its process of transformation.

We have redesigned the strategy, the visual identity and the logo, while making the brand more contemporary and giving a new look to the preparation manuals used for admission tests and public selection tests.

Creative & Art Direction

Giorgio Mininno

Project Management

Stefano Gesa

Strategy

Alessandro Mininno, Lorenzo Urietti

Art Direction & Graphic Design

Matlis Cenuka, Lorenzo Guareschi

Editorial Design

Luigi Stanga

Copywriting

Francesca Ulisse

How much do we enjoy working on new visual identity projects? A lot, and here we show you the work we carried out for Bellissima Zero.

Bellissima is a historic beverage brand that was born from a collaboration between Iconic Brands USA and Christie Brinkley, an American TV star. In 2021 Bellissima decided to launch a new line of still wines (low in alcohol and low in sugar) and asked us to oversee the art direction for the entire line of new labels.

We selected the floral element of an icon of the brand, Botticelli’s Venus, and asked Silvia Stella Osella, an illustrator specialising in fashion fabric design, to rework the original design.

Each Bellissima Zero bottle now has its own floral arrangement, underlining the delicacy of the wines and the brand’s connection with nature.

Project Management

Giorgio Mininno

Art Direction

Matlis Cenuka

Photography

Alessandro Belussi

Illustration

Silvia Osella

Xilo, an Italian producer of frozen seafood products, needed a solution to gain positions in supermarkets. How could this be done?

The refrigerated shelf section tends to be rather bleak. The fish market, on the other hand, is truly enjoyable: the shouting, commotion, characteristic smells and confusion. Having to create a brand from scratch, we decided we wanted to recreate that mood.

The new brand is called ‘Lo Pesce’: an easy-to-remember and popular Italian name.

Lo Pesce’s image is colourful and self-deprecating.

Using Elia Colombo’s illustrations, we designed an illustrated pack system, telling the story of each product through an aesthetic inspired by Italian comics from the 1970s, adapted to digital needs and made “Instagrammable”.

Lo Pesce therefore becomes the brand buddy for students, young couples, inveterate singles and busy parents. A line of seafood products designed for millennials.

In 2021 Università Cattolica asked us to work on a new visual identity to celebrate its centenary.

Creative Direction

Giorgio Mininno

Art Direction

Francesco D’Abbraccio