- Wow, I understand that the objectives were many …
Yes, however it’s a job that I have always felt mine. You can almost never get bored, there is always something new to learn and ideas to develop. You also risk a lot of frustration because you work with “what does not yet exist”, it means working with the possibility and not having a manual that explains how to achieve that precise result, in fact it is not taken for granted that a project will materialize effectively. Knowing how to integrate knowledge, semiotics, history, culture, imagination, emotions, economic-environmental and technical resources is the recipe for being effective, seductive and authentic in communication.
- Based on the last considerations, How did you structure the communication?
I initially considered the history of the company, the service they offer and how their competitors communicate. Mancini Enterprise is a company mainly supplied with Japanese technology. In Japan, a strategy that is used extensively is to have a corporate mascot that conveys trust and trustworthiness. It is a strategy that tends to gamble here in Italy, where professionalism tends to be at the fore when thinking about a logo or image associated with the business. I have nothing to take away from professionalism but when everyone wants to pursue the same workhorse, including you, there is not much room to differentiate and stand out from the others. I later realized that a mascot was the best choice to make. I thought that associating a pleasant and accessible image with a useful but still industrial and cold technology was the key to effective and fun communication. The intention was to give the buyer a playful presence, able to remain in the memory and lighten the technical information that he/she assimilates every day.