From product to communication, from physical to digital dimension. Every project is part of a broader, interconnected and holistic system: a multidisciplinary, cross-functional and phygital approach that guides our modus operandi at all levels: strategic, creative and operational.
Strategically, we define our approach as holistic because it’s built on creative vision that connects rather than separates. We don’t create barriers between aesthetics and function, physical and digital, past and future. Everything coexists in a continuously evolving system where each element flows naturally with others. Strategy is never linear for us: it’s multi-layered construction, weaving together meanings, forms, and content.It’s a design architecture that holds together brand identity, storytelling, art direction, and customer experience, in a phygital dimension that surpasses the simple sum of its parts.
At a creative level, our world is made of brands that we consider as people: each with their own complex and continuously evolving identity. To build, nurture and enrich this personality, and guide its evolution, we use an established methodology based on a kaleidoscopic vision that captures a brand’s multiple facets successfully.
Operationally, we don’t just design catalogs, identities or stands, we build coherent, connected, structured visions through brainstorming, weekly internal workshops and cross-functional organization. For us, every project is a piace in a larger mosaic: the brand’s identity. An identity made of choices, values, signs, strategies. And to be effective, it must be designed in a cross-functional way, without watertight compartments. We don’t execute “pieces” of communication or design, we build architectures of meaning.
Holistic by method
The holistic approach is not a style: it’s a method. We start from the definition of objectives (step 0); then undertaking a thorough analysis phase of opportunities (step 1) which, also thanks to the MM Kaleidoscope tool, serves to understand and orient the brand DNA. Only at this point we move to the creative phases of project conception (step 2) and project execution (step 3).
This is because we design knowing where that mark will end up; we write knowing the tone it must have in a space, on a site, on packaging. We develop strategies that hold together narrative and form, coherence and uniqueness. Identity is not born from a single element, but from the whole. And only a holistic approach allows us to generate coherence, recognizability and depth.
We always keep in mind the opposite approach as well, the one we flee from: fragmentation. Projects limited to their context; furniture designed without considering communication; logos disconnected from products; “trendy” stands that don’t reflect brand identity. The holistic approach connects instead. It makes every element part of something greater. It builds continuity, vision, meaning.
Being holistic means designing over time. Accompanying the brand along a journey. Intervening coherently on multiple levels, maintaining a clear direction. This is how we imagine our work: as an integrated design system, where every choice has weight, every gesture has impact, every detail serves a narrative function.
Going beyond individual projects means giving shape not just to results, but to comprehensive, lasting, objective visions that unite aesthetics, strategy, positioning, and corporate culture.
