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linea zero

Creative Direction Concept

In 2013 Linea Zero – lighting company founded in 1973- entrusts MM Company with the creative direction of its communication strategy. The creative journey has been developed through a triple channel: studying a new corporate image; updating its aesthetic codes and finishes of the products included in the catalogue; expanding its range with a new "design collection". The creative concept develops around the idea of ‘smart living’, the design of contemporary lighting and use of materials such as Polilux, which ensures durability, resistance to impact and transparency filling the space with a welcoming mood and warmth. This creative evolution marks a new business direction towards the repositioning and further awareness of the brand on a global scale.

scenario analysis
positioning analysis
competitor analysis
trend analysis
strategic consultancy
art direction
moodboard creation
creative planning
technical planning
product design
materials and finishing selection
material experimentation
lexicon style analysis
tone of voice definition
copywriting and editing
storyboard creation
communication planning
photo shoot
color consultancy
graphic design