When a unique positioning that generates the communication strategy is missing, every word and image belongs to everyone. And to no one.

After years spent inside various creative agencies in London, Bologna, Milan, Paris, Amsterdam, and Brussels — working as an art director, copywriter, and concept man on advertising campaigns for national and multinational clients —, in 1996 I became a freelance.
I have learnt a lot by working closely with different strategic planners, but with a creative mind I have learnt how to search differently—a slightly different approach to finding that unique positioning that gives you the competitive edge. Positioning, communication strategy, and visual concept are born in a creative’s head at the exact same moment. When you look for positioning this way, you instantly know the potential of the strategy, the effectiveness of the creative concept, and the different ways to communicate it. I start from there and go all the way through to the creative execution of the campaign. I work externally for agencies and direct clients from my base in Northeast Italy and the East Midlands in England.
How can we work together?
A. The positioning, its communication strategy, and the concept board illustrating the creative idea serve as the foundation and guide for the logo, packaging, website, and advertising. Everything must be in harmony with each other and share the same DNA, making uniqueness much easier to recognize.
B. If you already have a strong, valid positioning that differentiates you from others in your market, I can also handle all the other elements individually, even independently of one another.
I will deliver everything clearly illustrated, so you can immediately evaluate its strength and market potential.
To see concrete examples of my creative work — from the early days in London in the 1970s up to today, developed for a wide variety of clients and sectors — take a look at the portfolio sections above.