INDUSTRY
ROLE
DELIVERABLES
TIMEFRAME
CHALLENGE
MY ROLE
IMPACT
PROBLEM
Casa Ferrero had no identity of its own, only the Ferrero corporate system to borrow from. Its audience was the people who work there and across the Group, from long-time Ferrero staff to newcomers. Too close to the corporate system and the new headquarters would disappear; too far and it would break from the Group. It had to feel warm, premium and unmistakably Ferrero, and hold across years of campaigns, events and formats nobody had briefed yet.
THE SOLUTION
That is not a project. That is a brand.
I designed the concept that won the pitch in 2019. It fused three ideas into one mark: Forward (momentum), Sustainability (the loop), and House (home). That system of colour, construction and type became the spine every future application had to answer to.
BUILDING THE SYSTEM
A headquarters brand is lived with every day, so the system had to feel premium before it said a word. The palette comes from Italian espresso and gold leaf: warmth rather than confectionery brights, which kept Casa Ferrero clearly apart from the consumer brands. Futura PT across six weights does the rest, with enough range for a gala invitation and a help-desk sign alike.
GROWTH OVER SEVEN YEARS
Most identities get rebuilt every few years. I stretched this one instead, across seven years and seven business moments: a fellowship ceremony, a digital relaunch, an EV initiative, a co-branded event. Each one pushed the system somewhere new. None of them required changing its core.
REAL-WORLD APPLICATIONS
A system is only proven when it has to work under pressure. In 2020 the brief changed completely. Internal comms moved onto screens, and the brand had to show up on posters, stickers and masks for a safety campaign. There was no time for a redesign, and none was needed: same marks, same colour logic, new context every time. The constraints set in year one are what made that speed possible.
MOTION IDENTITY
The logo learned to move. Animation extended the mark into motion without changing a single proportion, so it reads the same as a screen loop as it does on a printed invitation.
RESULTS
Designing the brand was the easy part. Keeping it worth using for seven years was the actual job.
