My journey into visual communication began at sixteen - in an era of hand-drawn concepts and Photoshop 4.0 - driven by a relentless pursuit of beauty, style, and plastic semiotics. What started as an early obsession with visual language naturally evolved into a research-led practice and an international career spanning corporate identities and award-winning campaigns.
To truly build a brand, one must connect deeply with its CEO or founder, grasping the subtle soul and culture of the business.
It requires immersive research —
spanning market dynamics, product essence, and corporate heritage.
Only through this holistic perspective and a forward-looking vision can an authentic identity, meaningful brand awareness, and highimpact activation take shape. This section is a curated archive of the foundational branding systems and creative milestones that defined my early trajectory. While my focus has evolved into Creative Direction and Strategic Leadership, these works reflect the hands-on craftsmanship, semiotic rigor, and strategic depth that continue to drive my vision today.
Art direction and layout for Lacoste’s 80th-anniversary celebration in Milan - an itinerant urban brand activation centered around an interactive tennis experience. I designed the visual and helped to transform key public spaces into immersive brand touchpoints, merging sports heritage, urban culture, and high-impact experiential design.
Developed the strategic brand positioning and visual identity system for Renault’s national dealer convention (“Direzione Futuro / La forza Renault”). The concept introduced a dynamic visual language centered on a modular network emblem that reinterprets the iconic Renault diamond through a futuristic, perspective-driven lens.
Conceptualized a provocative guerrilla and viral public campaign for the Melbourne City Council designed to tackle urban dog waste through high-impact visual satire. The irreverent headline (“Stop Shit Crime”) turned a taboo everyday issue into an unmissable, highly shareable media story across print and digital platforms.
Led the complete visual strategy and campaign identity for a premier series of events at the Italian Wine Festival. Designed an integrated branding ecosystem across event collateral and spatial touchpoints, concluding with the art direction and editorial layout of the official festival volume.
Conceptualized a provocative guerrilla and viral public campaign for the Melbourne City Council designed to tackle urban dog waste through high-impact visual satire. The irreverent headline (“Stop Shit Crime”) turned a taboo everyday issue into an unmissable, highly shareable media story across print and digital platforms.
Tasked with building a brand from scratch, I developed the product and communication strategy to position Vanilla & Co. as Melbourne's premier Italian gelato catering service. By differentiating the offering from commercial ice cream and focusing on a highly "Instagrammable", premium aesthetic, we created a highly sought-after event experience. In just one year, the startup achieved over $100,000 in revenue, becoming a highly profitable, "must-have" activation for weddings, corporate events, and private parties.
Channeling professional art direction, visual storytelling, and personal devotion into life’s most profound project raising my children. Featuring key art with my eldest son Aurelio and an intimate video produced under lockdown conditions, this personal work won a prize at Australia’s Portable Film Festival during the global pandemic.
Tasked with modernizing Australia’s 4th largest casting agency, the goal was bridging their veteran directors' prestige with a sleek, agency-facing corporate identity. Inspiration struck in a local supermarket aisle, where the name Casting Sugar and tagline “Casting in Melbourne just became a little sweeter” were born among the shelves. By the time the groceries were in the car, the complete industry relaunch strategy was already fully mapped out.
Serving as Creative Consultant for this major financial campaign was a standout experience. The strategy was to humanize Bank of Melbourne's new Cardless Cash feature skipping physical cards and PIN entry by translating a technical ATM innovation into a joyful, lighthearted visual narrative that celebrated effortless digital convenience.
Directed the comprehensive creation and market launch of Themis Pro from the ground up. Taking a holistic executive approach, I managed the entire project lifecycle defining the core product strategy, naming, and competitive market positioning. This foundational strategy was seamlessly translated into a cohesive visual branding system and a tailored web presence, ensuring a unified and authoritative brand experience across all digital touchpoints.
Spearheaded the strategic transformation of a major B2B food importer into a premium consumer brand across Australian and New Zealand retail shelves. To cut through a market flooded with imitation products, the brand identity was anchored in authentic Italian heritage—introducing the name Genobile Brothers to emphasize family tradition and uncompromised quality. The campaign spanned packaging design, trade fair brand activations, and iconic high-impact vehicle fleet graphics built around a clear promise: “When Genobile arrives, you taste authentic Italy.” This repositioning substantially increased brand equity, leading to the company's acquisition by Saba Group and subsequently Swisse..
A comprehensive academic branding project developed for Sapienza University of Rome. Supervised and validated by Antonio Romano, founder and CEO of Inarea Strategic Design, this extensive identity system served as a degree thesis backed by a 100+ page strategic brand manual. The work established a complete visual ecosystem ranging from custom logotype geometry and strict typographic grid systems to a modular iconographic language and identity guidelines.
A classic migrant hustle turned rapid business success. Shortly after arriving in Australia, I teamed up with two ambitious Milanese founders taking over a struggling local pizza shop. Their brief was simple: “If you guide us on strategy, branding, and marketing, we’re all in.” Guiding them from a humble neighborhood spot to an established, recognized brand in Melbourne expanding to three thriving locations in just four years—was a hugely rewarding creative challenge. Logo design in collaboration with Stefano Gemmiti.
Following a complete architectural overhaul, I directed the full brand relaunch for Hotel Villa Mercede an elegant 4-star resort just outside Rome combining wellness, business, and leisure. The scope encompassed everything from brand identity and naming to high-impact strategic marketing and public launch events. By crafting a cohesive visual ecosystem for its premium amenities including a full-service spa, panoramic restaurant, outdoor pool, and a 6-court padel club the campaign successfully positioned Villa Mercede as a premier regional hospitality destination.
Directed the brand positioning and visual identity for Como Travel, a boutique Australian agency specializing in bespoke, luxury Italian travel experiences. By translating the essence of high-end Italian hospitality into a refined brand architecture and cohesive web presence, the strategy successfully positioned the agency as an authoritative, premium gateway to exclusive and tailor-made journeys for an international clientele.
Co-founded and directed an event promotion agency in the heart of Rome, conceptualizing and producing nightlife experiences and cultural gatherings across iconic central districts like Trastevere for several years. I spearheaded the end-to-end brand strategy, visual identity, and advertising rollouts—from spatial ambiance and art direction for signature events like Boogie Nights and Chill-Out Nights to targeted promotional campaigns—building vibrant, long-lasting nightlife destinations in the historic center.
A strategic venture aimed at introducing boutique Friulian and Northern Italian delicacies to the Australian gourmet food market. From market positioning to naming and visual identity design, I developed a refined branding ecosystem rooted in regional heritage and artisanal craftsmanship—giving niche Italian food producers a distinct, high-end presence in a competitive import space.
Conceived and directed the strategic launch of a pioneering Web TV platform dedicated to curating and showcasing top-tier Italian and international web series. Managing both the creative vision and executive operations, I built the brand architecture, visual identity, and content strategy from the ground up—positioning the portal as a premier digital hub connecting web-native creators with a global audience.
Joining RAI’s creative team in 2004 - yes, the web was a very different landscape back then - I was at the forefront of the transition toward Web 2.0 interactivity and digital streaming, contributing to the early genesis of what is now RaiPlay. Combining strategic vision with UI design, I shaped the online presence of landmark broadcasting formats like Ballando con le Stelle and Voyager, alongside commercial hubs like Rai Shop. The crowning achievement of this era was designing the visual ecosystem and logo for Il Giorno della Memoria—an institutional identity that became iconic and remained in continuous use for two decades.
Developed the brand positioning and visual identity for Aquarius, an upscale country resort nestled among rolling green hills. Engineered as a serene sanctuary for wellness, elite sports, and leisure, the brand ecosystem seamlessly unifies its key offerings—a luxury SPA, swimming pools, and golf courses—into a refined, cohesive identity tailored for high-end hospitality.
Spearheaded the brand strategy and visual identity for a European green energy company delivering sustainable heating solutions. Engineered a clean, trust-building visual ecosystem that balances environmental stewardship with modern industrial performance.
Developed the brand positioning and visual identity for a high-performance studio combining dance, skating, acrobatics, and fitness. Designed a high-energy visual system that unifies athletic discipline with creative movement.
Spearheaded the brand strategy, business development, and identity design for a Melbourne creative agency combining marketing with “Fabrication” - 3D prototyping and art. Designed a structural logo inspired by 3D-printed sprues to reflect the agency's physical-digital versatility.
Spearheaded naming, brand strategy, and visual identity for a longevity brand focused on cellular rejuvenation, natural supplementation, and physical wellness. Built a clean, science-backed visual identity centered on vitality and holistic health.
Spearheaded the brand identity and digital strategy for an Australian luxury boutique and distributor of iconic Italian fashion brands like La Perla, Moschino, and D&G. Crafted a refined visual language and online strategy tailored for high-end retail.
Spearheaded the naming, brand identity, and environmental art direction for a boutique casino within an upscale hospitality venue. Curated interior art installations and visual layouts to craft an immersive gaming atmosphere.
Brand identity and logo design for an apparel label. Features a geometric, layered emblem that anticipated modern minimalist aesthetics (and yes, designed in 2006, well before TIM's rebranding!).
Co-founded and led Xetera, an innovative media powerhouse specializing in the production and distribution of branded entertainment and original cinematic content. As Managing Director alongside two partners, I spearheaded the brand architecture, strategic direction, and naming from the ground up—building a forward-looking creative engine that bridges corporate storytelling with high-production film distribution.
