If it says everything,nothing gets through.
I design visual identities, campaigns and communication materials for small businesses and agencies. I start from what has to reach the viewer, then carry it to every useful format.
How I order a message and carry it across formats
Of an ad, one thing remains. I choose it before drawing.
Big logo, slogan, three services, the phone number, the social links. Every element asks for attention and the viewer gives it to none.
Then I line up the rest: the proof that makes it credible and what to do next.
What I deliver
A visual system: every new format starts from the same rules.
Visual identity
Logo, colors, typefaces and usage rules, built to last beyond the first campaign.
Campaigns
Ads, posters and social content with a clear reading order: one message, one proof, one action.
Publishing and print
Corporate brochures, catalogues, layouts and tourism promotion materials, ready for the print shop.
How I work
Four steps, from the message to the final files.
Idea
I gather what has to get across, to whom and where it will run.
Direction
I set typefaces, colors and hierarchy before laying out.
Production
I apply the system to print, digital and social.
Finishing
I check every file for print or publication and deliver it ready.
What I work with
Layout and retouching with the usual tools, AI to explore and produce variants.
- Photoshop
- Illustrator
- InDesign
- Affinity
- Claude
- ChatGPT
- Gemini
- Midjourney
- Lovart
- Magnific
- Higgsfield
Flow- fal.ai
- Custom workflows
Frequently asked questions
Why not generate the graphics with AI?
To explore an idea it works, and I use it too for drafts and variants. But a generated image doesn't know which colors are your brand's, what has to be legible from three meters away, or how it behaves in print. Which one to keep I decide by the system's rules, and I check the final files, because in the print shop a mistake costs a print run.
Do you work for agencies?
Yes, also on campaigns already set up: I take the approved system and carry it across all formats, down to the print files. The work goes out under the agency's name and, if needed, I sign an NDA before seeing the brief.
What does a visual identity include?
A visual identity is the set of rules that makes a company or organization recognizable in every format: logo, colors, typefaces, use of images and text hierarchy. I deliver it with the usage rules written down, so whoever lays out after me, at the print shop, the agency or the office, starts from the same rules.
How much does an advertising design project cost?
It depends on how many formats and outputs the system has to cover: a visual identity to apply to site, print and social takes more work than a single poster. The quote lists the items separately, meaning design, adaptations across formats and print files, so you see what weighs.
Do you only work on print?
No. The same system holds for print, digital and social: a post and a poster use the same typefaces, colors and hierarchy.
Can you start from an existing logo?
Yes. If the logo holds up I keep it and build the system around it; if it doesn't, I tell you before starting and explain why.
Where do you work?
I work from Liguria, remotely, with agencies and companies across Italy, mostly in Emilia-Romagna and Lombardy. I prepare the print-shop files myself and send them straight to the printer.
What's left out?
Printing and photography: I prepare the files for the print shop and the brief for the photographer. If photos are missing, I use AI-generated images, declared as such, until the real ones arrive.
Tell me what you need.I'll tell you how I'd do it and what I wouldn't do.
A few lines are enough: what, by when, for whom.
In my reply you'll find where I'd start and how long it takes.