Alessandro Camaioni

Rebranding and repositioning project of Communication agency Sunrise, Milan.

Strategy, Concept and Copywriting
(Design Concept and Execution by Marco Fornasier)

Identity for a global Covid-19 research study conducted by Massachusetts General Hospital and Harvard.

Campaign for Sony Mobile, realised in collaboration with a pool of agencies such as Adam & Eve DDB and TMW - it included the conceptualization and deployment of 9 global toolkits for the launch of Sony's new handsets (Xperia Z3, M and C series) and tablets.

Planex rebranding project has included the realization of all the touch-points with the final user.

The Brand’s behavior is dynamic and adaptable to all communication materials: the ribbon, with its continuous flow, refers to the Japanese tradition and to the Shinto culture which has a rich iconography linked to the concept of the ‘knot’.

The payoff ‘your life simple’ represents Planex’s new approach aiming at providing consumers with ever simpler products that can totally trust… Show more

Planex rebranding project has included the realization of all the touch-points with the final user.

The Brand’s behavior is dynamic and adaptable to all communication materials: the ribbon, with its continuous flow, refers to the Japanese tradition and to the Shinto culture which has a rich iconography linked to the concept of the ‘knot’.

The payoff ‘your life simple’ represents Planex’s new approach aiming at providing consumers with ever simpler products that can totally trust in the proven Planex technology. Show less

In 2004, Federico Giuliano, set up the design Company Mid – My Italian Design. Research and innovation were at the heart of Federico’s projects. In 2007, Eric Bevilacqua joined Federico as a partner and Creative director.

Federico and Eric together took the first steps on a path that would lead to great changes in the agency: the transformation from Mid into Madeindreams. It was not just a change of name, but a change in perspective and design approach.
The different sensitivity of… Show more

In 2004, Federico Giuliano, set up the design Company Mid – My Italian Design. Research and innovation were at the heart of Federico’s projects. In 2007, Eric Bevilacqua joined Federico as a partner and Creative director.

Federico and Eric together took the first steps on a path that would lead to great changes in the agency: the transformation from Mid into Madeindreams. It was not just a change of name, but a change in perspective and design approach.
The different sensitivity of Federico and Eric came together in a winning association, which continues to be the agency’s mainstay. The Sirio videophone by Alice for Telecom Italia, currently kept at the Science and Technology Museum of Milan, is one of the great achievements deriving from this union. While constantly focusing on concept and the newest markets, the two partners together diversified Mid’s portfolio, opening themselves to industries such as the consumption electronic, white and biomedical sectors.
The crucial opportunity for moving from Mid to Madeindreams came in 2010 when the agency welcomed such professional figures as brand and design strategists to work on an ambitious project: the Planex rebranding, a large Japanese holding specialized in the field of information technology and consumption electronics. Mid – My Italian Design – became Madeindreams while aiming at expanding internationally and becoming an innovative hub for design, branding and creativeness. Show less

Retail concept | service design for:
.flagship store
.overall network
.commercial center store
.special concept store
.concept equipment adaptation

The new retail telecom shop is a place which gives more recognizability because of its openess and transparency thanks to the use of relaxing colours and opened windows.
The brand colours and materials aim at hugging and enfolding people, onveying thus a simple, easy experience through the language of retail telecom design… Show more

Retail concept | service design for:
.flagship store
.overall network
.commercial center store
.special concept store
.concept equipment adaptation

The new retail telecom shop is a place which gives more recognizability because of its openess and transparency thanks to the use of relaxing colours and opened windows.
The brand colours and materials aim at hugging and enfolding people, onveying thus a simple, easy experience through the language of retail telecom design. The furnishing lines and the wall system all over the space reinterpret the waves of the logo, symbol of technological and cultural evolution of a country which has always been accompanying the Italian customs and the trend and tastes changing. The light blue colour, symbol of Italianity and the natural materials like wood vibrate within the telecom retail design concept as Italian cordiality, relational closeness, simplicity and the identity of creative and The TIM retail telecom concept store radically changes the sales approach: the store focus moves from the hardware consultancy to the brand offer one, in order to let customers address their choice according to their “connectivity / connection satisfactory needs.
Wood as ancestral human material results to be an innovative contraddiction itself, when representing the main material used in the telecom retail store. Plastic products, therefore, emerge like historical and material contrast within the traditional “pod”. The wrapping cloak is like a tailor made garment: the telecom retail project has been conceived with particular attention to the practical and functional retail telecom aspects. The lighting aspect also plays an important role: under a wide sequoia inlayed trunk, the tiny lighting bodies recall small luminous stars in a new, simple and unique atmosphere. Show less

The main objective of the project was to propose an idea of innovative and easy approachable branch, equipped with advanced computerized solutions to provide a self-banking customer experience.
The aim was to combine modernity and reassurance in the whole layout and design concept, to achieve effectively and consistently different customers' targets, from PMI to families.

Working together with the design team we transferred the distinctive Imprebanca values within the physical space… Show more

The main objective of the project was to propose an idea of innovative and easy approachable branch, equipped with advanced computerized solutions to provide a self-banking customer experience.
The aim was to combine modernity and reassurance in the whole layout and design concept, to achieve effectively and consistently different customers' targets, from PMI to families.

Working together with the design team we transferred the distinctive Imprebanca values within the physical space to create a gap towards competitors, maintaining a service model inspired to traditional standards but, at the same time, introducing innovative and unexpected stylistic codes for retail banking field to guarantee recognition, visibility and consistency to the bank.
To do that a review of logo, a creation of a graphic language with a strong impact, a development of a coordinated image of all elements (stationary, website) and the introduction of an additional chromatic palette, has been necessary.

Imprebanca: http://www.imprebanca.it/site/home.html Show less

The “made in Italy” effect, a decisive breakthrough reacting to noise and stereotypes of traditional ice cream shops
Starting from analyzing ice cream world made of indistinctiveness and conventional environments, Crea International team has felt the necessity to offer a new space that, putting homemade as focal point of the project, could talk of quality both in product and environment with an exclusive selection of “classic” premium quality flavors and adopting tasteful trimmings, warm… Show more

The “made in Italy” effect, a decisive breakthrough reacting to noise and stereotypes of traditional ice cream shops
Starting from analyzing ice cream world made of indistinctiveness and conventional environments, Crea International team has felt the necessity to offer a new space that, putting homemade as focal point of the project, could talk of quality both in product and environment with an exclusive selection of “classic” premium quality flavors and adopting tasteful trimmings, warm materials for the space.

A layout made of transparencies, showing homemade production steps in a refined display and packaging. An accurate research have been followed to communicate the italian style based on elegance, sympathy and welcome to give people a glamour and fashion concept. Show less

The whole project focused on the attention to people and to the quality of time: it had to provide travel services on high speed railway lines, innovating contents and increasing the value of the time spent traveling, through distinctive, innovative and surprising services, train interiors and technologies that will allow every traveller the best use of the time, according to personal styles and needs.

An ecletic food experience focused on a stylish and cool journey, enriched by a flair for japanese and chinese cultural features
The italian retail design company started from a market overview, rejecting conventional codes to reach distinctiveness.The project team found a way to mix and integrate the various components of the project, which were able to offer the traditional Japanese and Chinese traditions and reinterpreted them into the design metaphor “conceptual simmetry”: a contemporary… Show more

An ecletic food experience focused on a stylish and cool journey, enriched by a flair for japanese and chinese cultural features
The italian retail design company started from a market overview, rejecting conventional codes to reach distinctiveness.The project team found a way to mix and integrate the various components of the project, which were able to offer the traditional Japanese and Chinese traditions and reinterpreted them into the design metaphor “conceptual simmetry”: a contemporary reinterpretation of the rigorous and formal Tao icon, by translating it into an harmonious and contemporary look. Show less