It all started with the brand
We do branding, starting (or restarting) from the fundamentals
Technically, “branding” means to focus on the positioning of your company, product or service, emphasizing uniqueness, strengths and distinctive benefits. Always with the aim of building a concrete and intelligible map, able to guide the brand’s online and offline communication, through every possible interaction with your target audience.
But enough with the definitions! The real deal is a different story. Why should you do branding? You should do it, in the simplest possible way, to make yourself preferable to your competitors, in the eyes of your audience. Preferably, with the nuances of meaning that this word carries with it.
preferable
=
+
design
your brand
Our branding model is built around six project areas, each contributing to transforming the brand into tangible experiences. At the heart of this model lies Brand Design Strategy: the guiding force behind every other area, ensuring consistency across visual and communication languages while shaping a strategic and creative framework that can be applied across every brand touchpoint.
Design
Strategy
Every brand exists in a constant balance between two dimensions. The quantitative dimension reflects the ever-changing dynamics of the market. The qualitative dimension preserves the company’s deepest values: its identity, mission, vision and the culture that inspires and drives the brand.
Brand Design Strategy is responsible for managing this balance. It is the heart of brand management: aligning foundational values and ensuring consistency across every touchpoint, so that the principles that define the brand become synonymous with the brand itself.
Audit
Every brand needs to know why it exists, where it wants to go and how to get there. Its success and long-term relevance in the market depend on this awareness. Within the Brand Design Strategy, these foundations are defined or redefined to consistently reflect your brand’s renewed identity.
Vision
& Mission
We assess your brand’s current state, the elements that define it, the consistency of its language, its irregularities and emerging opportunities. Research into your industry and its defining codes allows us to validate what already exists and identify new trends, ensuring your strategy is built on solid, up-to-date foundations.
Positioning
We define how your brand should be perceived in relation to its competitors, both in terms of values and visual and communication language. Positioning is the compass that guides every subsequent decision, clarifying where your brand stands today and where it aims to be tomorrow.
Architecture
We build clear, harmonious brand structures that strategically organise your entire portfolio of brands and sub-brands. A coherent architecture not only makes your offering easier for customers to understand, but also creates internal synergies and strengthens the overall perception of your brand ecosystem.
Equity
We measure and interpret your brand’s current strength, identifying the values that shape its reputation and outlining potential paths for growth. Brand Equity is the sum of everything people think, feel and recognise about your brand. Understanding it means knowing how to build and strengthen it over time.
DESIGN
LANGUAGE
Every brand has its own language, made up of signs, words, sounds and sensations that shape its identity and build its perception.
To fully understand the nature and objectives of Brand Design Language, it is useful to clarify a few key concepts. Brand identity encompasses everything a brand expresses externally: from its name and visual elements to the emotions it evokes. It includes shapes, colours, sounds, even scents and textures. These are the elements that make a brand recognisable and distinctive, and must therefore be consciously managed and consistently governed. Brand perception takes shape, evolves and lives within its audience. It is the result of every interaction between a company and the market, accumulated over time. It encompasses the feelings, memories and associations that exist in people’s minds. In other words, it is the collective image the brand has managed to build over time.
Exploratory Consultancy
We manage the research and development of names for brands, products and services, together with the analysis of verbal language and tone of voice. This is where your brand finds its own voice.
Identity
We design the complete set of visual and verbal codes that translate your brand identity into a tangible experience: logotype, colours, shapes, icon systems and compositional elements. This is the visual expression of your brand personality. A journey that leads to the heart of brand recognition.
Application
We develop practical examples that demonstrate how your brand language can be applied across real-world contexts. These applications help test its consistency with brand values and establish guiding principles for all future visual expressions.
Manual
We create the operational tool that brings together the rules governing the use of your brand’s visual and verbal language: guidelines for logos, typography, colours, image treatments and applications across different media. Its ultimate purpose is to ensure consistency and uniformity across every brand expression.
Book
We create a narrative and inspirational tool that tells the story of your brand, its vision and positioning. Its purpose is to engage people, foster a sense of belonging and offer a concise yet emotionally compelling overview of your brand identity.
Design
Today, branding operates in a space where the boundaries between online and offline are becoming increasingly blurred. The ways people interact, perceive time and experience space are changing, as is the way they encounter and recognise brands.
For this reason, digital design must be conceived from the very beginning as a fluid and resilient system, capable of adapting to fragmented and constantly evolving environments. Every digital experience should reflect the brand’s values and translate them into consistent languages, interfaces and content, delivering an experience that feels simple, natural and, above all, meaningful.
Design
User experience is at the heart of every digital project. Through a user-centred design approach, we create intuitive interfaces and navigation journeys that foster satisfaction, trust and engagement. Every design detail becomes a tool for guiding your audience’s emotions and decisions.
Production
We develop digital presence strategies that connect your brand’s values with communities, from niche groups to global audiences. The goal is to build authentic, lasting connections within new spaces for interaction, listening and co-creation.
Reality
We enrich audience perception with useful information and content, creating interactions that deepen knowledge and amplify engagement. Through augmented reality and artificial intelligence, we bring the physical and digital worlds together, creating new forms of immersive experience.
Development
We translate strategy and design into functional, high-performing systems that ensure compatibility, security and full alignment with your brand’s Design Strategy. Every experience is designed to work seamlessly across different devices and formats, while preserving the consistency and values of your brand.
Design
Packaging is where function meets meaning, logistics meets identity. Its design requires a broad perspective that brings together design, production, logistics and sustainability.
It calls for an exploratory journey through materials, shapes and visual languages that address practical needs while enhancing the product experience and ensuring consistency with the brand. Packaging thus becomes a storytelling medium, capable of turning a product into a sensory and value-driven experience, making it instantly recognisable within its competitive landscape.
Development
We develop new packaging concepts by exploring innovative and sustainable design solutions. Each proposal is then tested with consumers to validate its effectiveness, functionality and emotional appeal ahead of industrial production.
Redesign
We redesign existing packaging by reworking its visual and structural elements to support your brand’s new positioning. Our guiding principle is to strengthen brand equity.
& Stretching
We extend your brand’s design identity across new product lines, creating visual and semantic consistency throughout the entire range. The goal is to expand your brand universe while preserving its recognisability and the integrity of its system.
Printing Consultancy
We explore innovative materials and advanced printing processes to optimise aesthetics, sustainability and production performance. From material selection to finishing consultancy, every detail is carefully considered to bring out the full value of your brand.
Design
From exhibition spaces to retail environments, from the renovation of corporate buildings to the creation of flagship stores, this area transforms intangible values and emotions into physical presence, strengthening the consistency and continuity of the Brand Design Language.
& Environmental Design
We design physical spaces and modular furniture systems for retail stores and POP environments. Every element that shapes the physical store experience – layout, materials, lighting, customer journeys and visual displays – is carefully designed to enhance your brand, make the space more attractive and encourage walk-in traffic.
Exhibition Design
We design layouts and environments for trade fair installations, stands, temporary exhibitions and dedicated displays. Every project is developed to maximise brand recognition and amplify your message in highly competitive environments.
Systems
We design indoor and outdoor signage systems for dedicated retail spaces and large-scale retail environments. The goal is to make navigation easier and improve the user experience while maintaining consistency with your brand’s visual identity.
Consultancy
We select suppliers and oversee every stage of the project, from engineering to serial production. This phase ensures technical feasibility and quality, translating the concept into concrete, sustainable production solutions.
Design
The evolution of the publishing industry has multiplied the formats, languages and channels through which editorial products can reach their audiences. Print now coexists and integrates with digital media, interactive platforms, events and physical experiences that amplify a brand’s presence.
This complexity calls for a strategic approach: editorial products must be part of a Design Strategy capable of guiding their development and coordinating every expression of the brand.
Catalogue Design
We design periodicals, magazines and ongoing publications that represent your brand’s voice and vision over time. We also create corporate and promotional materials, including catalogues, flyers, annual reports, special print editions, corporate magazines, newspapers, books and digital publications.
Design
We enrich audience perception with useful information and content, creating interactions that deepen knowledge and amplify engagement. Through augmented reality and artificial intelligence, we bring the physical and digital worlds together, creating new forms of immersive experience.
Consultancy
We select suppliers and provide consultancy on materials, printing techniques and production solutions, ensuring quality, consistency and sustainability throughout your editorial project.
trust the workshop
Let’s sit around a table, equipped with curiosity, patience and critical spirit. We start from the workshop, the first step of each of our branding project/process. Essential, engaging and, above all, customizable, according to the needs of the client and his team. It consists of three focuses that allow us to lay the foundations for any strategic, creative, or technological project.
essence
- PURPOSE
- VISION
- MISSION
What is the brand’s impact on the world and the surrounding market? How does it connect with its audience? What does it promise? These are the tools that help us look beyond the immediate and encourage us to think big, setting the right questions and metrics to monitor the achievement of goals.
scenario
- MARKET
- AUDIENCE
- COMPETITOR
For the brand, context is crucial, that is the public stage in which it lives and operates. Never forget that. We can outline the best ideas, put revolutions on paper, and design foolproof strategies, but no brand can exist on its own. It exists, grows, and strengthens only through daily interaction.
identity
- DESIGN
- TONE OF VOICE
- STORY TELLING
Identity is the set of traits and characteristics that defines the brand, making it unique and distinguishable in the public’s perception, in line with its core values. It represents the manifestation of its essence: in the ways, times, and places where the brand chooses to communicate and interact.
Meet
the experts
Contact our experts who lead the branding team at Adiacent, ready to assist you with your business projects
Nicola Fragnelli
Ilaria di Carlo
Jury Borgianni
Laura Paradisi
Claudia Spadoni
Giulia Gabbarrini
Gabriele Simonetti
Silvia Storti
Johara Camilletti
Irene Rovai
Under the spotlight
Take your time to discover a preview of our successful stories, since facts count more than just words.
The world is waiting for you
Every second that passes is a second lost for the growth of your business. It’s not the time to hesitate. The world is here: break the hesitation.