Creativity and innovation in a hybrid and fun environment

On your website, it says that you've gone from working with micro-startups to some of theworld's most famous tech companies. How did that leap happen?

Actually, the transition was quite gradual. From the very beginning, we worked with startups and clients connected to innovation and the tech world. From there, we gained contacts with increasingly larger companies, eventually leading us to work with dream clients like Google and Apple.

Your projects, as well as the way you present and communicate, convey a sense of fun andlightness. Is that truly the case? How important is it for you-and your practice-to maintainthis spirit?

In general, we enjoy working in a "playful" atmosphere, where no one takes themselves too seriously-and that attitude is reflected not only in our work but also in our studio life. We strive to create an environment that is professional but not overly formal, fostering pleasant and lighthearted interactions. We place great value on our studio culture-that mix of choices, events, and situations that has always helped us strengthen relationships within the team and make work life more enjoyable.

For instance, we've adopted a hybrid schedule (50% remote, 50% in-person). Each year, we organize a creative retreat for the whole team in a different part of the world. This year, we all went to Pictoplasma in Berlin, and the year before, we spent a week in Seoul! Weekly, team members take turns giving presentations on anything they're passionate about, whether personal projects, experiences, or topics they care about. And of course, we often eat lunch together-Wednesday is mandatory pizza day. After all, we're Italian; food is no joke!

Another noticeable aspect is the importance of your team. How do you organize the designprocess to ensure teamwork enhances the final output?

Even though our team has grown to 16 people—including creative, studio, and strategy teams—we always try to work in smaller groups (4–6 people). This approach ensures smoother management and direct communication while allowing everyone to participate actively and meaningfully in the project.

The studio's growth in recent years has been remarkable. What are your plans for the future?

It’s true, the team has practically doubled in size in recent years! For now, though, we feel like we’ve reached a good balance—not too small, not too large. One of our goals is certainly to secure increasingly significant projects (and hopefully better-paying ones :p).

On a more technical note, do you use artificial intelligence in your work? If so, how do you integrate it? If not, what holds you back?

Our relationship with AI as a studio is still experimental. At the project level, we’ve used it a few times, and we’ve conducted some experiments with interesting results, such as “training” our own models. We’re closely observing its developments and will evaluate whether it becomes part of our process in the future.

That said, we already use ChatGPT to help proofread presentations, write social media content, find special Unicode glyphs, and, of course, answer interview questions like this one—hahaha!

What’s your perspective on design education in Italy?

There are plenty of opportunities, but gaining international experience is crucial for expanding one’s perspective and exploring different methodologies.

What’s your view on the role of young graphic designers in Italy?

Today, young graphic designers in Italy occupy an intriguing position where creativity and adaptability are key. The growing demand for digital content, coupled with the increasing importance of visual storytelling in social media and marketing strategies, creates exciting opportunities. However, the market also presents challenges, such as high competition and a tendency for companies to undervalue creative work, often resulting in lower budgets compared to other countries.

To succeed, it’s essential to develop a strong professional identity, focusing on both technical and strategic skills. Building authentic relationships with clients and collaborators often becomes the decisive factor in establishing a stable and fulfilling career. Networking is crucial.

In a landscape where opportunities tend to be concentrated in major cities, young designers must also be prepared to explore new work modes, such as freelancing or remote work, which break geographical barriers and expand their reach. Despite the challenges, the ability to deliver visual innovation and meet the needs of an evolving market makes the role of the graphic designer indispensable in today’s world.

What advice would you give to a young graphic designer starting out in Italy today?

For young graphic designers, it’s crucial to explore and experiment with different niches and visual identities. This process not only helps discover a distinctive style but also identifies the areas that bring the most personal satisfaction and growth opportunities.

Balancing commercial work—even on a small scale—with personal projects is a winning strategy: the former demonstrates an ability to meet real-world demands, while the latter showcases creativity, independence, and vision. Embracing new technologies is vital in a field that evolves rapidly.