Easy to say,
HARDERR TO DO

In a world saturated with marketing, the consumer is increasingly overwhelmed. If it's true that a consumer's purchasing decisions are now based on just a few seconds of observation, it becomes clear how essential it is for the branding to be strong and well-designed from the outset.

The work on YOUPAPARAZZ covered the complete development of the project, with particular attention to the design, the creation of the logotype and of Youp, a illustrated character — part comic, part cartoon — the antithesis of the serious and unlikable professional paparazzo.

The YOUPAPARAZZ platform — developed by the Swiss company as an outsourced project — centralised all content coming from the mobile app (built for iOS and Android), social channels and geolocations. The entire communications effort was managed by a mini editorial team that filled Facebook, Twitter, Pinterest, Google+ and Youtube with content, running guerrilla marketing campaigns and attending social events. Influencers weren't a thing yet, but the direction was exactly the same!

The work on YOUPAPARAZZ covered the complete development of the project, with particular attention to the design, the creation of the logotype and of Youp, an illustrated character — part comic, part cartoon — the antithesis of the serious and unlikable professional paparazzo.

From the world of
celebrities to
LUXUURY
craftsmanship it’s a short step,

at least in the imagination. In practice, for the creatives at Darkside adv this meant immersing themselves in a new world: that of riding boots for both amateur and competitive equestrians.

The brand was SERGIO GRASSO, a family business nestled among the hills of Valpolicella, led by the owner himself — head of product and master craftsman in the making of every boot — and by his daughter Monica, in charge of communications and external relations. The meeting with Mr Grasso was a moment of true inspiration, sparking the ideas that led to the brand repositioning: a jewel of craftsmanship and near-century-old knowledge that needed to become more "interesting" and increase its perceived value.

Starting from a complete logotype redesign, stripping away the superfluous and defining the essence and core of the brand, we highlighted the love for craftsmanship and horses.

These values became the driving force behind the entire communications and new positioning. Following the logo redesign, the Darkside adv creatives worked on the packaging and a brochureaimed at evoking emotion while conveying the company's obsessive attention to detail.

Page after page, each boot was presented with a detailed table of specifications taking into account the rider's height, weight, aerodynamics and posture depending on the horse. A truly distinctive brand trait, since none of the competitors offered anything similar to their clients.

The world of footwear is a
noble ambassador of
MADEE IN ITALYaround the world.

BARRETT is a family business in the heart of Parma, founded in 1917 and, from its very beginning, emblematic of mastery, style and the constant pursuit of perfection. The brand's need was one of positioning: its communications needed to match the high qualitative standards of the product, aligning with the audience's perception of excellence.

From there, the redesign journey led by Alberto Favret, then creative director at Darkside adv and today at Favret&co, began to take shape. The interventions were numerous: from the logo, with the aim of stylistically renewing the brand without losing its identity, to the creation of a minimalcatalogue, printed on premium papers.

After the pandemic years,
 remote work has become a

WIDDESPREAD REALITY

Designing at a distance while keeping team engagement levels high is the challenge that Favret&co and its collaborators tackled with COLLABOARD, a collaborative whiteboard launched in 2020, combining the "anytime anywhere" philosophy with the highest security standards.

To take off, COLLABOARD needed to shine a spotlight on itself within a niche but rapidly growing international market. For this reason, it was essential to develop a solid concept that would position the brand in a new and distinctive way relative to its competitors.

Three years after its launch, COLLABOARD is already among the top five most cited brands in the sector.

Art and science aren't really
THAT FAAR APART,

which is why, at times, it has happened to leap from one to the other and find new horizons and perspectives. In the medical-scientific field, adv had the opportunity to work with the number one brand for the distribution of medical and dental supplies: HENRY SCHEIN.

The process was long and not without its obstacles, but after in-depth analysis of the communications of both, the final result was very well received. The solution was to keep both logos, connecting them with a new graphic element that worked for both. The neutral element chosen represented a kind of embrace between the older brother (Henry Schein) and the younger one (Krugg), as well as a sort of crescent moon — as if signalling a new dawn and therefore a new beginning, in keeping with the metaphor of the business acquisition.

From that point on, the work focused on building the coordinated image and the new brand guidelines: a document encompassing all internal communications materials (emails, internal signage, wayfinding, signboards, company uniforms) and external ones (folders, advertising, catalogues, websites, event stands).

For the advertising campaign through which the company announced the union of Henry Schein and Krugg to the entire sector, ample room was given to creativity. The result? A success at international level and, as a consequence, a decade-long collaboration for the development of the brand's catalogues.

From that point on, the work focused on building the coordinated image and the new brand guidelines: a document encompassing all internal communications materials (emails, internal signage, wayfinding, signboards, company uniforms) and external ones (folders, advertising, catalogues, websites, event stands).