Recruited in 2019 by iAtelier Services Corp. to found and run its Casa Ispirata brand. In doing so, led creation of the brand, which included its naming, brand persona, design language and visual creative.
There is no question that Italy has an extraordinary history of art and design. The roots of Italian design and style go back to 14th-Century Florence - the cradle of the Renaissance. However, it was the postwar years of the 20th century where a combination of Italian style and Hollywood glamour truly propelled Italy onto the world’s stage (at least as far as popular culture is concerned), thus cementing its image for fashion and design leadership.
The 20th century proliferation of Italian-American alliances and partnerships - particularly the era between 1965 and 1995 – served as important points of inspiration in the founding of Casa Ispirata. It is in this light that we shaped the design language of Casa Ispirata to reflect a combination of the brash confidence, energy and scale of American design and the restrained elegance and flair of Italian design.
The confluence of these two elements served us well in forging a unique and authentic design language that endows Casa Ispirata with a slightly devil-may-care brand of aspirational yet livable sophistication.
Scope of Work
Branding: Conducted an in-depth study of the team’s organizational history to build a brand which leveraged core competencies to create differential value and a unique lens through which to design, manufacture and market a product replete with Italian design, American scale and an aura of effortless sophistication.
Naming & Design Language: Utilizing brand persona research, created the Casa Ispirata brand and design language.
Visual Identity: Created a unique and authentic set of visual brand elements for Casa Ispirata.
Visual Creative: Led all concepting, design and execution of the brand’s visual creative.