ANNA CLARA FANESI COMMUNICATION AND VISUAL DESIGN PORTFOLIO
Born 11/06/1987 in Osimo (AN) ITALY +39 340 52 42 658 ac.fanesi@gmail.com annaclaf www.behance.net/AnnaLee 1
ABOUT ME I’m a communication designer from Italy. I grew up in the middle of the countryside and started my academic journey in a secondary school focusing on humanist studies such as philosophy and classical languages and literatures. I applied to Politecnico di Milano to pursue my interests in digital arts and there I discovered the design world and the project culture. My initial background allowed me to develop a specific mindset to understand and use strategically my knowledge, being able to dive into the projects and enhance problem solving skills. My works focus on many design fields such as editorial design, graphic design, branding and advertising, with an eye towards fashion design, photography and digital/analogic illustration.
GUSTO 4 Spazio Creativo
NEVERENDINGSTORE 18 B&B Italia Design Museum
TIRAMISĂ™ 24 Unconventional Milano city guide system
OS FAZEDORES DE LETRAS 30 Student press restyling
BRAND NEW WORLDS 36 Master degree thesis on Brand Extension
ODITA 52 High end fashion and culture female magazine
LOGOS 64 IMAGELAB 68
INDEX
GUSTO SPAZIO CREATIVO
Brand design, corporate image, advertising, social media managing Design and concept by Anna Clara Fanesi, photos by Andrea Granatiero Gusto (literally “taste”) is a shop specialized in articles and components for creative hobbies. It takes the role of ambassador of the Do-It-Yourself culture and the uniqueness of personal taste in a part of Italy where the labels are still the main kind of self-expression. The goal is not only to sell, but also to create an exciting and inspiring environment that encourages individual creativity within everyone’s reach. The name “Gusto” comes from the shop’s character and idea, that the goods are “available for tasting” (do not NOT touch!) similar to the different flavors of an ice-cream shop, and at the same time it shows the importance of a personalized style and beauty (“de gustibus non disputandum est”).
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Bree
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 %&@ Asap
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 %&@
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NEVERENDING STORE B&B ITALIA DESIGN MUSEUM
Event Design, Prof. Luca Fois, Politecnico di Milano 2009/10 Anna Clara Fanesi with Elena Corazza and Andrea Granatiero NeverEndingStorE transforms the retail store idea into a design museum. The store is divided in spaces and decades, that display the products and represent the B&B Italia history and the complementary sponsored items: Brionvega (60’s), Vespa (70’s), Versace (80’s) and Alessi (90’s). The fifth room in the second floor of the store is dedicated to the future, and collects the works coming from the online contest B&B PROJECT!ON, which focuses on the future visions about domestic scenarios. The advertisement campaign is positioned online, specifically for the contest, as well as through traditional media (magazines and billboards) for the general event. It has a strong emotional nature at first, and informative purpose at the end.
NEVERENDINGSTORE
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‘60 ‘70
‘80 ‘90
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tavoli service surface
ANNI ‘60
area audio muri store pannelli divisori
ANNI ‘90 E OGGI
ANNI ‘80 ANNI ‘ 70
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Piano terra
tavoli service surface area audio muri store pannelli divisori
Piano interrato
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closing and contest ceremony
opening
deadline
opening
b&b project!ion
emotional contest online campaign
2 weeks
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informative
neverendingstore
e+i
traditional campaign
online material
3 months
2 weeks
1 month
TIRAMISÙ UNCONVENTIONAL MILANO CITY GUIDE SYSTEM
Communication Design, Prof. Giovanni Baule, Politecnico di Milano 2011/12 Anna Clara Fanesi with Maria Laura Giordano and Marcus Pessoa Milano has centuries of history and culture that gave a rise to the city that we know today. Tiramisù puts these “layers” in direct comparisons and suggests places where these instances are tangible but still invisible. For each place there are three elements corresponding to three layers,historicals and metaphoricals, and they serve also as the navigation method itself. Tiramisù travels through three outputs: the website, the smartphone application and the book, all of which use the same “layer based” navigation method, but offer different experiences. The app guides the user in the physical exploration of the places and their contents. The website has an informative dimension, in which the user is able to browse through already discovered contents. The book hosts all the documents, pictures and research materials regarding the places.
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Functions PIAZZALE DUCA D’AOSTA
promotion
information
promotion
archive
exploration PIAZZA SAN MARCO TIME
Steps of use PIAZZA DEGLI AFFARI
COLONNE DI SAN LORENZO
PIAZZA SANT’EUSTORGIO
LUOGO
LIVELLI
DISCORSI
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OS FAZEDORES DE LETRAS STUDENT PRESS RESTYLING
Editorial Design, Universidade de Lisboa 2010 Anna Clara Fanesi with Marijke Kuester The project is about the restyling of a cultural student press of the Lisbon Literature Faculty. The format has been drastically reduced for the ease of handling and to go along with the “on the go” habits of the students. The theme is the “making of letters” as manipulating the writing and creating the storyline, therefore the logo has a rough and unpolished look. The concept is the weaving of the thread, which appears in the graphic elements such as the stylized seams or the cross-stitching.
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BRAND NEW WORLDS MASTER DEGREE THESIS ON BRAND EXTENSION
Brand Strategy and Brand Design, Prof. Elio Carmi, Politecnico di Milano 2013/14 Anna Clara Fanesi The Master Thesis project presents the brand extension phenomenon from the strategic branding point of view and analyzes all the possible scenarios and decisions (co-branding, extension, new brand) that a company can make. The research focuses on the consequences of the extension and the impact that has on the brand equity, analyzing the factors that influence its growth, such as perceptual fit, brand fit or perceived quality, in order to help building a strategic decisional model to guide the corporate. The thesis ends with a brand extension project aimed to enhance the brand equity of Napapijri, using the model as a problem solving process with certain primary conditions.
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Modello Strategico di Estensione
ANALISI PERCEZIONE DEL BRAND (BRAND KNOWLEDGE)
Identificazione dei MOTIVI
INDIVIDUAZIONE DEI POSSIBILI CANDIDATI ALL’ESTENSIONE
Stabilire la DISTANZA dell’estensione
Analisi della POTENZIALITÀ DEI MERCATI
Confronto della lor capacità di realizzar gli OBIETTIVI
Formulazione degli OBIETTIVI
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la ITÀ ATI
Perceptual Fit
SELEZIONE DEI CANDIDATI ALL’ESTENSIONE
Confronto della loro capacità di realizzare gli OBIETTIVI
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Category Fit
Brand Fit
SIMILARITÀ
BRAND SPECIFIC ASSOCIATIONS
Complementarietà
A ributi/Benefici
Sostituibilità
Situazioni d’uso
Trasferibilità
Consumatori Target
PIANIFICAZIONE DELLA CREAZIONE DI VALORE
VALUTAZIONE DEGLI EFFETTI DELL’ESTENSIONE
Analisi della CONSONANZA PERCETTIVA dei candidati
Scelta degli ELEMENTI COMUNICATIVI
RICERCHE DI MERCATO
Valutare il bisogno di introdurre STEP INTERMEDI
Pianificazione delle ATTIVITÀ DI MARKETING
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Extension Strategy - Step I Napapijri Citizen Il valore di N. ha perso forza ed è a rischio diluizione
Rafforzare le associazioni del brand
Raggiungere le categorie collegate al giovane viaggiatore
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individuazione dei candidati
il giovane viaggiatore si ritrova negli ostelli
Il mercato dell’ospitalità solo in italia nel 2013 era di 2,5 miliardi
Verifica dell’idoneità dei candidati
l’ostello è un’esperienza collegata dire amente al brand
la consonanza perce iva è bassa
è necessario fare step intermedi
guida
mappe
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Napapijri Journeys
coupons
+
=
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Extension Strategy - Step II Napapijri Journeys N. si è allontanata dalle ass. di avventura/natura
Individuazione dei candidati
N. deve giustificare la sua presenza nella ci à
funzionalità, ada abilità, movimento + ci à = nuova linea urbana
Sfru are le ass. di funzionalità, ada abilità, movimento, per la ci à
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Verifica dell’idoneità dei candidati
consonanza perce iva alta
N. può diventare leader e confermare in parte il suo valore
non è ancora possibile raggiungere il brand stretching
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Extension Strategy - Step III Napapijri Hostels N. deve aumentare l’astrazione delle sue ass.
Individuazione dei candidati
la ci Ă deve diventare esperienza evocativa del brand
scoperta, avventura, viaggio + ci Ă = guide urbane in stile N.
Sfru are le ass. di scoperta, avventura, viaggio, per la ci Ă
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verifica dell’idoneità dei candidati
consonanza perce iva medio/alta
guida = contenitore di esperienza, strumento per l’astrazione del brand
ora è possibile raggiungere il brand stretching
ODITA
HIGH END FASHION AND CULTURE FEMALE MAGAZINE
Brand and Editorial Design, Prof. Andrea Braccaloni, Politecnico di Milano 2010/2011 Anna Clara Fanesi with Davide Capruzzi, Margherita Di Mauro, Sara Foiani and Francesca Martinazzoli Odita wants to be a new reality among the Italian landscape of fashion and lifestyle magazines. Its positioning is very high for quality and price. It is for anyone interested in image, trends, style and visual arts, and it focuses also on quality journalism. It talks about fashion, it’s snob, it’s hip, it’s transgressive, and it brings some vanguardism in the Italian market. Its logo becomes immediately a mark, a label, an “approval print”. A circle (a pure shape that indicates movement) and a typeface you can hardly forget. The covers of the magazines are bare, the faces and the brand are the protagonists and they stand out, thanks also to the large format (34x25.5 cm), among the newsagent’s shelves.
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Odita
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CONCETTINA GUITTI MENDINI CAPO REDATTORE ODITA Via Delle Pigne Dure 57, 20158 Milano concettina.gm@odita.com +39 02 372 88 237 +39 331 37 47 567
www.odita.com
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LOGOS Designs collected from 2008 to 2013
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hotel software速
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crowdsource.com
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IMAGE LAB Graphic design, illustration, photography
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PETER “THE BOSON” HIGGS
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