Strategy
A positioning shared by management, a marketing plan with budget and priorities, and clear criteria for assessing every future proposal: website, campaigns, trade fairs, content.
View the serviceArea 01 / 04 — Brand & design
We bring ideas to life and give the brand a direction.
Brand & design in Magenta (Milan): positioning, naming, logo, corporate identity, catalogues, packaging and campaigns. We give the brand a direction, then a form, on every medium.
Direction first, then form.
We start with the why: who you are, who you exist for, what sets you apart. From there we build name, form, language and go-to-market plan, through to catalogues, packaging and campaigns.
This is the area where the thinking happens, before production. Everything we do in the other areas follows from here.
How we work on the brand.
Listening
Interviews, market and competitors: we understand who you are and where you are starting from. The result is a shared picture of the situation.
Positioning
The brand's role and its promise to customers, written in plain words. The result is the positioning document.
Identity
Name, logo, colours, typeface and tone of voice. The result is the trademark and files ready for every use, with the analysis for registration.
Guidelines
The brand's rules, written so that anyone can apply them. The result is the brand book.
Activation
Marketing plan and first graphic applications: catalogues, packaging, campaigns. The result is a plan with measurable goals and the first materials.
Five ways to start.
Identity
A verified name, a logo ready for every medium, from embroidery to the browser icon, and a brand book that lets anyone (printer, web agency, stand builder) apply the identity correctly.
View the serviceDesign
Consistent materials, from price list to packaging to stand, easier to update season after season because they are built on a graphic system rather than page by page.
View the serviceReputation
People who describe the company in the same way, customers who come back and recommend it, an image that holds up even when something goes wrong.
View the serviceApparel
We work stockless: no inventory weighing on the balance sheet, and the freedom to change designs and range whenever needed.
View the serviceOur brand, made by us.
The dragon mark, the logotype and the heading typeface you are reading were born here. Varco, Unlead's typeface, is a hand-drawn alphabet turned into a font: the most direct way to show you how we work on an identity.
- From mark to fontHand-drawn letters, then redrawn and spaced to work at every size.
- Full Italian supportUpper case, lower case, numerals, punctuation and accented letters: 99 characters.
- A system, not just a logoDragon, logotype, typeface, white, black and grey, plus one colour for each of the four areas.
Aa
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789 àèéìòù &?!
How it connects to the other areas.
Photo & video
The brand book and the graphic system set the rules for every photo and video.
Go to Photo & video Web & marketingPositioning and tone of voice guide the website, SEO and campaigns.
Go to Web & marketing IT & softwareName and identity extend to domains, email and work tools.
Go to IT & softwareWork in this area.
