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sitia


Creative Direction Concept

In 2015, Sitia –brand specialized in chairs and upholstered seating 100% Made in Italy- entrusted MM Company with a complete rebranding that involves corporate identity, design, graphics and communication. MM Company intercepted and decoded the new trends of contemporary business living, creating a new concept -‘The human contract’ - that was extended to all business contexts. The agency is still behind the Creative Direction of the brand, developing ideas and concepts consistent with the new identity. MM Company has developed a new creative rebranding concept for Sitia focused on color, fabrics and customization. The agency analysed the market, offering its own idea of interiors, which is consistent with the new requirements of the contemporary scenario. In a play of new colors and fabrics, it revolutionized the catalogue, introducing new modular and sectional products. This thoughtful restyling led MM Company to identify a new color palette for Sitia, which included tones that differed from the traditional hues, yet still applied to new generation contract spaces. Among the highlights, a special shade of ‘army’ green, a masculine color combined with a more feminine, informal and young, dark yellow ‘mango’.






scenario analysis
positioning analysis
competitor analysis
trend analysis
strategic consultancy
art direction
moodboard creation
creative planning
product design
materials and finishing selection
lexicon style analysis
tone of voice definition
copywriting and editing
naming
color consultancy
graphic design