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Client Assolombarda /
2018 — present

In 2018 we redesigned Assolombarda's visual identity. Our collaboration has been ongoing ever since, and we are continuing to work together on several more projects.

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The first step of the new project was an in-depth “brand check-up” and the analysis of both the status quo and upcoming opportunities. After a phase of research and interviews with all the Board members we came up with a new, strong and unique brand positioning for the association.

We responded to the need for a more contemporary brand image designing a more modern and international secondary visual identity. At the same time, we maintained a strong coherence and continuity with the Confindustria “mother brand”.

Together with blue and light blue, the institutional colors of Assolombarda, the secondary palette includes six new chromatic shades, saturated and bright, used both as plain colors and as duotones, a bi-color treatment over images.

For the typography we combined the Source Sans — the institutional Assolombarda font — with Playfair Display, a more styled font recommended for headlines and data visualizations.

We also played with the “eagle” pictogram, from the Assolombarda logotype, in order to improve dynamism and create a wide range of different visuals.

We also defined the new tone-of-voice, identifying the personality and copywriting style of the “language”, aligned with the new Assolombarda brand.

After establishing the brand strategy and brand design we continued working with Assolombarda on several more projects.

Among others we developed the visual identity of “Genio&Impresa”, a web magazine aimed at being a reference for entrepreneurship in both Lombardy and Italy.

We were also invited to manage the design of the “Leonardo&Ludovico — Genio&Impresa” exhibition, a project in collaboration with Regione Lombardia and with the scientific support of the Politecnico di Milano Leadin’Lab. The aim of the project is to illustrate virtuous cases of encounters between entrepreneurs and creative geniuses.

In 2019 we created the editorial project for the Sustainability Report of the Tribunale di Milano. For this special occasion we produced a photographic reportage of the most important places in the Tribunale di Milano law courts.