Client

MET Helmets

Project

Tadej Pogačar brand identity

Together with the team at MET Helmets, in 2022 I have worked on the new brand identity for Tadej Pogačar, thus supporting his partnership with the brand. The official logo is the result of the naming and the monogram which is the central element for the athlete’s visual communication system. The name’s initials “T” and “P” are simplified with a nimble and dynamic shape identifying him and symbolically embodying his activities, achievements, goals and signature tufts. The primary typeface “Tadej Pogačar Regular” was designed and modeled on his handwriting. Later on the team has developed a new limited edition logo helmet and some merchandising together with the athlete. The MET Trenta 3K Carbon Mips® is a high-performance road helmet designed and destined for the most prolific and celebrated cyclists. It has been worn to Tour de France victory twice, seen multiple Grand Tour stage, Monument and one-day wins, and led races on all terrains from the imposing Hajar Mountains to Italy’s white roads, Flandrian cobbles all the way to Pyrenean summits. Next chapter with Tadej Pogačar starts now!

Thanks to:
3D artist (video): Match Studio
3D artist (logo): Davide Rubini
Motion design: Alessandro Maffioletti
Photo courtesy: Ulysse Daessle

Director: Tommaso Tagliaferri

DOP: Francesco Rosiglioni
1AC: Gabriele Segata
Color: Giulio Rosso Chioso
Sound design: Tommaso Simonetta

Client

Arianna Ablondi Pedretti

Project

Brand identity

When Arianna called me for the first time in 2020 she asked me to help develop a visual image, identity and new logo for her clothing brand. I got to know her principles, her amazing manifesto and collections better day by day. I got a lot of information out of our conversations fairly quickly, but one fact stuck out more than the others: she is a born rebel and wants her brand to communicate the same through a specific, bold aesthetic. That’s why we started with a pictogram that represents her vision and her style. Resulting in nothing better than a butt and a heart. I drew the inspiration mostly from one of the pieces of last year’s collection.
The typeface used for the naming is Grillitype Alpina, meanwhile the secondary typeface is a custom hand made one, made directly by Arianna. Then we worked on business cards, stickers and other material. We worked together for almost a year between Lake Como, London and meetings in Milan and, in 2023, she presented her collection in London.

Client

TEDxBellano

Project

Visual identity

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, talks video and live speakers combine to spark deep discussion and connection. These local, self-organized events are branded TEDx, where x = independently organized TED event. The conference provides general guidance for the TEDx program, but individual events are self-organized.
Together with an incredible team I had the opportunity to be part of the organisation and design the visual identity of the TEDxBellano, which took place inside the Orrido di Bellano, a waterfall located in a gorge in the municipality of Bellano (LC). The natural gorge was formed 15 million years ago, due to the erosion of the waters of the Pioverna torrent, which carved an ever narrower and deeper furrow from Taceno to the Lario. Nowadays it can be visited thanks to a footbridge anchored to the rock walls that runs through the entire gorge equipped with lighting. The symbolic and visual identity of TEDxBellano is inspired by Stone Balance, a mental discipline aimed at balancing stones and boulders of various shapes using only the force of gravity. Working with the guidelines provided by the TED brand, I designed an image that is identifiable and, at the same time, coherent with the location and the themes dealt by the speakers. Finally, through a simple game, made with discarded materials, we represent our message: all actions, in big and small, contribute to restore balance.

Thanks to:
Erind Guri, Achille Montanelli, Andrea Taddeo, Andrea Trussoni, Antonio Rusconi, Aurore Dudka, Chiara Rusconi, Marco Denti, Stefania Ferrari, Stefano Calvasina, Stefano Usai, Valentina Rigoli, Middle Collective

Client

Runaway & Diadora

Project

“The Mirage” documentary
(Experimental Award at ONA Short Film Festival in Venice 2023)

In the heart of a relentless desert, where the scorching sun hugs the endless horizon and the day surrenders to darkness, a mystical journey begins. A 548-kilometre odyssey from Santa Monica to Las Vegas that transcends all rules, defies all expectations and surpasses the boundaries of the possible. A select few runners, no spectators: a challenge for only those with the courage to push their limits. Starting from the /mi-rage/ concept, an optical phenomenon that can trick the mind into perceiving something that appears to be near, but is actually far away, or non-existent, I had the pleasure to design the visual identity of the documentary using a hand-made typography for the main title (assembling it with runner tape) and all the collaterals: the official poster, social media contents, graphic super for the documentary and end titles. 
*Fun fact: together with my band, LIMONOV, we have written the sound tracks, playing a live set before the projection in Milan.

Thanks to:
Garmin & Alba Optics

Creative director: Mental Athletic
Director: Achille Mauri
DOP: Stefano Steno
Creative producer: Claudia Decaro
Editor: Filippo Patelli
Copyrighter and VO: Francesca Cassi
Original music: Limonov 
Runners: Floriano Macchione, Gabriele Casaccia, Daniela Bravi, Luca Podetti, Sara Ratti, Stefano Lionetti.
Supporters: Carlo Pioltelli, Michele Sarzana

Extra thanks to:
Erik Brunetti (FUCT), Fabbrica del Vapore Milano, Ebe Collective, Halo Edition

Client

Bluegrass

Project

Vanguard campaign

Designed from the ground up, the Bluegrass Vanguard Core is a lightweight full-face helmet for committed MTB riders. As well as being downhill ASTM F1952 and e-bike NTA 8776 certified, the Vanguard Core includes Mips brain protection and was rated five stars at the Virginia Tech Helmet Lab. The Vanguard Core leads from the front, keeping your head as safe as possible while you shred the trails. Together with the team at Bluegrass I had the opportunity to work on the Vanguard visual identity. Based on a custom tech typeface, I designed all the outputs the product needed. From digital contents to packaging, tags and visual assets.

Thanks to:
Logotype design: Riccardo Riggio
Motion design: Alessandro Maffioletti
Photo courtesy: Ulysse Daessle

Client

ZEP Studio x Boffi | DePadova

Project

Historic video for the Boffi | DePadova 90th anniversary

For the company anniversary, ZEP Studio asked me to design the entire identity
for the institutional video, to celebrate the milestone during the Milan Design Week 2024. I had to dig a lot in their archives to find the right material that best represented the key points of this long last story. Based on a certain timeline, my role was to visually represent the stages of the brand over these years.

Thanks to:
Creative Direction: ZEP Studio
Production: ZEP Studio
Motion design: Alessandro Maffioletti

Client
Enough Cycling Collective

Project
Visual identity season 2023

Enough is a cycling collective born from a pretty simple idea: a bike is enough to be happy! They started the journey in 2021 with a group of eight cyclists, participating – and sometimes winning – in major events and races around the world. They like to have fun and tell stories with a fresh and simple angle. In December 2022, I was contacted by Federico, founder of Enough Cycling Collective, who asked me if I would be interested in collaborating with them to design the team’s visual image for the new year. With their philosophy in mind, I started working on the applications by designing the visual identity: colors, typography and layout. The payoff "Great things happen in between" is represented by a sans-serif typography combined with a script font that breaks the linearity. With the central asset given by Pas Normal Studios, I designed the official T-shirt and the water bottle. Here are the logo, the claim and two different cuts of the pattern for more dynamicity. Then I worked in parallel on a typographic treatment that would pick up the movement of the asset. To help the team communicate more massively, especially during different events, I designed 5 stickers that contain the logo, claim and a call to action to the official manifesto. Finally, I designed a visual format for social media communication. Starting from the official 2023 calendar, to the Instagram stories that were used during the events.

Thanks to:
Design asset: Pas Normal Studios
Smile design: Anna Kollmann-Suhr
Photo courtesy: Anna Kollmann-Suhr,
Lukas Piel, Chiara Redaschi 

Client
Essense Magazine

Project
Brand identity

Driven by a passion for gastronomy and the world around it, Essense Magazine seeks to shine a light on the people behind the scenes and show who they are, what they love, what they are driven by. Meanwhile, it tries to show everything related to gastronomy, from producers to lifestyle, from sport to travel. All driven by the senses and the heart. To look at the world of hospitality and everything that surrounds it with the desire to make people discover new places, young talents, new products and producers, and to discover who is behind the people who make gastronomy come alive. For this project I was asked to design: naming, brand identity and website. The image is minimal, clean but with meaning. From the naming to the entire visual identity, I wanted to express the union between the essence itself and the five senses. More in depth, the logo shows how the essence of a specific ingredient can elevate the perception of our senses. The union is visually represented by the customised double 'S', which becomes the official monogram.

Thanks to:
Web developer: Odon Airoldi

Client
MET Helmets

Project
Urbex campaign

Together with the MET Helmets team, I designed the visual identity and assets for the new Urbex campaign. The modern and minimal design of this new helmet is inspired by a new generation of cyclists who are changing urban mobility. Made safer by NTA certification, the Urbex is fully equipped with features that ensure comfort, visibility and ease of use. For the campaign we collaborated with Matéo Montero aka Rawance, French DJ and owner of a Rome-based record label, to hit a young and dynamic target. The whole identity wants to inspire and attract a new generation of cyclists, reminding them to always wear a helmet. I chose an identifying red color based on the rear lights of the cars, enhancing their movement.

Thanks to:
Director: Achille Mauri
Cinematography: Stefano Steno
Music by: Andrea La Pietra
Sound designer: Tommaso Simonetta
Starring: Rawmance
Voice: Rawmance

Client
Studio Fotografico Lops

Project
Rebranding

Since 1986 Studio Fotografico Lops has been translating the character of people into images and telling their stories. As early as the 1980s, Giuseppe Lops was among the first to favor a more spontaneous style and the use of natural light, bringing reportage into the field of wedding photography. This allowed the studio to become one of the landmarks of Milanese photography and beyond. Forty years later his son Domenico, with a broader photographic background, carries on the work begun by Giuseppe, following the canons of photojournalism and portraiture and expanding the services offered by the studio. In 2021, to enhance this generational change, I was commissioned to completely restyle the studio. After analyzing the studio's archival materials and talking with Domenico Lops about its philosophy and working method, I identified two key words: images and people. The pictogram was born from the union of these two concepts, and if in a story the brackets enclose a specific moment, Studio Fotografico Lops through this symbol imprints in images the special moments of people. The pictogram was designed with possible digital and animated developments in mind. Thanks to the inktraps in the vertices, the movement will be more dynamic. The first materials produced were business cards, printed on Fedrigoni 300g paper with embossing of the logo. Thanks to the dynamic format of the pictogram, the most important information can be placed within it, thus making the communication more identifying. To meet the needs of the firm, a letterhead was designed and then adapted to two different documents: contract and price list. Next, I designed envelopes, creased photo folders, stickers and canvas bags. In order to make the new identity recognizable, I designed the firm's signs conforming them to the new communication rules and, thanks to the double window, I decided to position the logo exploiting all its horizontality. Finally, I unified the studio's digital presence by designing a new website. The goal was to create a fresh, contemporary tool that encapsulates the studio's best work while also enhancing its historicity.

Thanks to:
Concept, art direction e brand design: SamSalaStudio e Riccardo Riggio
Copywriting: Alessandro Vanossi
Web development: Odon Airoldi
Printing company: Prograf

Client
Io Hendrickx

Project
Book deisgn

Schaarbeek speaks is a printed book about the added social
value of urban productive spaces in the Brussels Capital Region.
Printed on Biotop paper 120gr + 300gr for the cover.

Client
Geomont

Project
Web design

Geomont Srl is an Italian company, based in Lecco, engaged in prevention, risk mitigation and safety of the territory since 1990. Using mountaineering techniques and work at high altitudes, equipment specially designed for unfavorable situations and environments – even in the absence of scaffolding – with the helicopter, Geomont is able to face any intervention even in the logistically most anomalous and complicated situations. Based on the historical corporate colours, I designed the website starting from the concept of the wire mesh. Hence the idea of having all the textual and photographic contents supported by a graphical grid. The primary typeface used is Space Grotesk: sans-serif, optimized for better readability, gives the website a technical and geometric aspect, taking up the rigidity of the grid. As Geomont grew and evolved, so did their vision and how they want to be perceived. To help craft an online presence that could reflect those intentions I was invited to design a digital and responsive website.

Thanks to:
UI design: Arturo Colombo
Copywrite: Alessandro Vanossi
Photography: Andrea Lops
Web developer: Odon Airoldi

Client
MET Helmets

Project
Veleno campaign

The all new Veleno Mips is made for any bike and none in particular. The most versatile helmet of the MET range, it gives you access to the entire world of cycling in one go thanks to its variety of features. Naturally born for MTB with a sporty design, it also adapts to tarmac and gravel roads. Secure and protective on the trail but light and ventilated for long bike packing rides on or off-road. Suiting all categories, the Veleno refuses them all, confirming that to define is to limit. Starting from the meaning of the name, the logo was designed with a fluid construction reminiscent of the liquid of poison. Then I designed the visual identity and the launch campaign.

Thanks to: MET Helmets team

Motion design: Alessandro Maffioletti

Photo courtesy: Ulysse Daessle