Quando-arriva-quel-giorno

When the day comes

And then the day comes when a trademark, a sign, something you have created, designed and built is consigned to the attic. It no longer works and is replaced by something else, created by others. Let’s face it, for those who do this kind of...

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Se-cambia

If things change

If the environment changes, the container changes. This is clear to anyone who tries to camouflage themself in order to disappear from view, to pretend to be something else – in other words – to change the perception that others have of you. If you...

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Gare

Competitive bids. The desire for a breakthrough

If you are a client, a competition is often a desire for a big shift. In some cases we are invited, in others we participate. Sometimes we win and sometimes we lose. But it’s not the most effective way. The life of a brand is...

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Manutenzione

Maintenance is not innovation

Restyling (or re-design, designing something again, but in a way that is not so different) is something we do very frequently and it involves the more or less extraordinary maintenance of the brand design. It’s a bit like when you decide to change your sofa,...

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Da qui a là

From here to there

If our perception of ourselves and the world remained immutable, we would not need to change the way we do things of doing or what we use. Jump back just a couple of centuries ago and people were running around in carriages. Horses pulled contraptions...

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