Portfolio until 2018
I’m a passionate designer with a multidisciplinary set of skills, based in Naples, Italy. My focus is mainly about Branding and Visual Identity. I graduated from Istituto Superiore di Design with a degree in Graphic Design and have worked in the design industry ever since. I’m driven by constant research, with a minimal approach and an obsession for simplicity. In every project I focus around the main objectives and the best strategy to reach them, choosing the most functional and strong ideas to grant recognizability and uniqueness, working in team with other departments. 02
I’ve been very influenced by the marketing panorama in which design is always at the service of the most effective message possible, with the business and client-side prospective in mind. After years of experiences in agencies and different kinds of clients for whom I covered different roles, I started my freelance career in 2013 working with other professional, agencies and companies. During these years I’ve always worked to integrated project, from the concept till the deployment and its successive iterations. I’ve developed a strong know-how on logo design processes, visual identity, typography and web design. I strongly believe that the best value comes from sharing and working together with others in a creative process. It is the only way to grow, both personally and professionally. I’ve a strong network of freelances who help me in delivering crosschannel solutions, from printing to screen design, working either as a solo designer or in team with others, both clients and colleagues. About me
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Projects
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Alessandra Amabile Make up Artist PERSONAL PROJECT
Alessandra Amabile is a make-up artist of international fame and Neapolitan origin, with
twenty years of experience in the world of make up. Her training path is constantly evolving,
filled with long experience and constant presence in upgrading courses. She left an important
mark in the television world too, working for shows, different fictions, films and TV series,
in advertising for Mediaset Premium, crossing national borders with a Disney production.
Besides being index symbol of dynamism and versatility, circular shape also represents a sort of delimitation of a context, circumscribing the make up world meant and transmitted with extreme professionalism by Alessandra Amabile, in constant change and evolution. The font chosen for the A that goes to compose the pictogram, has a “cut” and an “appeal” that are very reminiscent of those expressed from the look of the make up artist. These two letters joined together compose the pictogram hinge element, concept at the base of the whole project: the butterfly. Nothing is created but everything is transformed and the metaphor that best express the work of a professional make up artist is the one of a caterpillar turning into a butterfly; the subject remains the same, but lives one transformation into something objectively better. Another aspect that connects the butterflies and make up, are the different textures that can have on their wings. several motifs, styles, colors and shapes as it happens for makeup, they can change in in modality and function according to the needs of the models.
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Alessandra Amabile Academy PERSONAL PROJECT
After more than twenty years of working experience and teaching at academies and
training institutes, Alessandra Amabile decided to set up her own Make up Academy.
Annual courses in all disciplines, with monthly integrations of workshops held by the best
experts in the field, dedicated to her students who intend to become professional make up
artists, able to deal with any kind of make up, for different application sectors.
The visual identity of Alessandra Amabile Academy is strictly related to the personal one of Alessandra Amabile. The substantial differences concern the pictogram, no longer full circle but outline with a clay gray color instead of theface powder color, to denote the students’ inexperience before entering the academy. Like a block of raw clay, if worked well, it can become a work of art, a unique and recognizable piece, in the same way the students of Alessandra Amabile Academy are best trained to face the make up artist profession.
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Sara Dionisi Photoretoucher FREELANCE PROJECT
Sara Dionisi is a 28 years old photoretoucher and photo-editor born and currently based in
Naples. She has been collaborating with me for the last two years also as a creative support
for graphic and visual identity projects.
Her logo consisting of a monogram build upon the letter “S” shape of the “Paris” font, designed by Moshik Nadav. The monogram expresses her taste and sensitivity, thus denoting part of her personality. A considerable strenght that distinguishes Sara’s work and professionalism is her ability to adapt to the different clients requests. This value is well expressed through a modular font table system consisting of a name and surname, sleekly developed within her visual identity through her contact email. This solution delivers all of her information and contacts: Name, Surname, Profession, Email, highlithing minimalism, efficiency and simplicity at the same time. Graphically, her identity maintains an overall cleanleness, tending to a digital appearance. The accent color has been chosen from the basis of Adobe Photoshop software (the most used software by photo editin professionals). Another hallmark that further refers to the Adobe Photoshop icon is the frame in which the monogram has inscribed to. “The best photoretouch is the one that is not perceived” said mrs. Dionisi. In this regard, her monogram is printed on thick transparent silk screen printing paper, which can be perceived to the touch and from a light reflection. Accent color is connected to white, black and gray, representing respectively lights, shadows and shades of gray, which form the structure of any image or photograph.
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Affetti da Competitions For Designers CONTEST PROJECT
Alzheimer’s is a delicate neuro-degenerative disease that affects both the patient and his
loved ones. To date there is no cure. “Affetti da” is a network, an association of doctors and
volunteers who support and sustain Alzheimer’s patients.
The visual identity of “Affetti da” must have the aim of representing the unity, the whole and the closeness that the brand has as founding values a nd, at the same time, give strength to the double key of reading contained in the naming. (”affects” as patients and as loved ones). The circle is the element at the base of the pictogram of the new visual identity, a hug, a choral ensemble of particles, people and energies that offer a 360 degree support. A circle that does not close, that opens to the intervention of new parts and that honestly reflects the distance of others. The bright green chosen as the main color conveys security, has a strong reassuring power, remaining in the institutional field of the medical sector. The selected secondary color is the complementary of the primary green; a light orange that reinforces the double soul of naming and that lightens the logo of its purely medical connotation. The main font is round and dynamic, linear, extremely readable and at the same time institutional. The complementary typeface is a condensed font that helps in keeping the logo balanced while including the whole payoff inside it. The visual identity was designed to work as a system when applied on images or other contexts, bringing and enhancing the brand values.
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Bottega21 Handcrafted Leather Bags FREELANCE PROJECT
Bottega 21 is a leather goods workshop where bags and other exclusively handmade
accessories are created. Products are handcrafted in the store, a place where passion and
creativity merge into pure artisan work. Leather aging is a natural process and is a genuine
part of the merchandise. Moreover, it is considered a guarantee factor over the years.
Bags and accessories are made with carefully selected materials, beginning with the choice
of hides (only made in Italy ones) and metal inserts. Bottega21 doesn’t follow trends and
customizes every single part of its creations. This is what makes them unique and never
perfect.
The logotype has been made from scratch. It’s inspired by the “ITC Avant Garde Gothic” font designed by Herb Lubalin and Tom Carnase. It is extremely geometric and linear, as well as the pictogram designed to have a secondary support function. The latter represents the visual synthesis of the elements that you can see on the shop’s door. It’s designed as a circular shape pictogram and this allows you to use it on the leather at any degree of rotation. I decided to emphasize the product and its uniqueness also thanks to a grey color palette with a bright orange as accent tone. Just as for the workshop furniture, where wrought iron and carved wood create a pleasant material and chromatic contrast, with an appeal that perfectly combines the raw and the industrial style, in the same way the typographic characters refer to this contrast. They match the main linear font with a secondary slab serif font called “Klinic Slab” designed by Joe Prince.
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RCV Riciclo e smaltimento FREELANCE PROJECT
R.C.V. RECUPERI SRL is a dynamic and diversified company with long experience in waste
management. The company positions itself in the market as the answer to integrated
special waste management for public and private businesses, guaranteeing the fulfilment
of environmental requirements.
The pictogram is a stylised version of the universal recycling symbol, commonly assimilated into the semiotic language. It contains 3 hexagons of different colours representing the key concepts of the entire corporate identity: recycling, disposal, environmental respect. The secret of this winning formula is the correct management of waste. In this respect, the staff is experienced and well trained and the company guarantees the achievement of the objectives also thanks to advanced machinery. RCV always moves with the times and looks to the future and innovation.
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Pignalosa Pizzeria AGENCY: A LAB
CREATIVE DIRECTOR: DOMENICO CATAPANO
This new pizzeria in Salerno is born out of the talent of Giuseppe Pignalosa, pizza chef
and general manager at Le ParĂšle in Ercolano (ranked as the 36th best pizzeria in the
world). Pignalosa’s pizza is not the same old pizza. It is made in line with tradition but
smells of innovation at the same time. Years of experience and knowledge are carried
out in this pizzeria, in-depth research into yeasts, flours and other ingredients.
In this way Giuseppe Pignalosa creates an inimitable pizza that can be recognized even
with closed eyes.
The concept behind the visual identity of the pizzeria lies in the pizza ingredients: water, salt, flour and yeast. Just these few constituents can make the difference in an original pizza. The polymorphic pictogram is the product of a geometric synthesis I used to find the key symbols. The drop stands for the water, the hexagon symbolizes the salt, the circle represents flour and yeast. The pictogram is the fusion of these three geometric shapes; just as a pizza can never be the same as another one, it similarly mutates according to the different media types where it appears, changing position and size of the symbols composing it. The main font of the logotype is Naratif Condensed, designed by Fadhl Waliy Haqq. I carefully chose it to give the logo a more compact and institutional look.
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Hotelplan Tour Operator AGENCY: HOLE IN ONE
Hotelplan is the experience of someone who explored the world to show it to those
who want to discover it. It is the professionalism of those who experienced the changes
of a cultured tourism, who has created trends and new ways of traveling, offering
something unique. High quality and attention to details in a broad and complete range
of destinations and types of trips, to explore places all over the world. It is the reliable
answer to have a safe trip with no bad surprises. The best way to choose and live Unique
Travel Experiences.
Among the tours Hotelplan organized during last summer, there were two trips in Canada and China. More specifically, the destinations were Montréal and Québec city in Canada; Shanghai, Beijing and Xi’an in China. I curated the design for a poster campaign. Both of my ideas, as main purpose, wanted to communicate a feeling of summer warmth and relaxation. Therefore, I used warm and soothing colors. Two different design. With regard to the Canadian tour I imagined geometric sections obtained from the lines of the ivy leaf, an extremely recognizable “institutional” symbol belonging to the Canada flag. These sections have been conceived as clipping masks framing four important details from the cities of the tour. As for the other tour I made a photomontage representing the hopscotch game on the Great Wall of China, another important and worldwide recognizable symbol.
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Respiriamo Arte Restyling FREELANCE PROJECT
Respiriamo Arte was born in October 2013 from an idea by a group of young Neapolitan
graduates, specialized in Literature and the Arts. The association employs a team of
professionals with different skills and background(s). Cultural managers, cultural heritage
conservation experts, architects, literary translators who can provide a highly qualified
service and are also able to bring arts and culture closer to the people. Their passion,
their determination and active dynamism [make the association alive] turn the association
into a vital entity. It feeds on taking back to the community an important piece of its history,
through Naples’ historical and artistic heritage restoration. It guarantees preservation
and enhancement of places and monuments, precious patrimonies that have been too
often neglected and left in a state of deterioration.
I restyled the logo, realized a brochure and an informational flyer. Furthermore, I designed and implemented their corporate website on the Wordpress CMS. As for the restyling of the logo, I made the monogram inscribed in the hexagon more readable. The corporate red was previously weak and insecure and has been replaced with a darker and more intense color, as an index of balance and self-confidence in this field. Playing on the shape of the pictogram, I created a pattern made of a beehive of hexagons framing the pics of all the places that can be visited thanks to Respiriamo Arte’s guided tours.
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Logofolio
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Thanks for your attention!
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