We have learned a lot about the artifices to make marketing communication most effective. But beyond that, what distinguishes a creative person? Can a personal story add value to a customer’s product? Questions that could become increasingly important in the face of an impersonal, potentially machine-driven creative process.
“For me, an important role in my creative approach was determined by the encounter with Italian Culture, with its childlike Spirit, its History and above all with its Light. This context has nurtured and continues to nurture my imagination, sensitivity and thus the creative act.”
What makes humans different from computers lies in the way they can develop and make new experiences their own. The former, follow an often chaotic and impulsive course. External influence and conditioning, can eventually result in their changing goals, course adjustments, until they find new unexpected and extraordinary solutions.
“The reason I went to Italy was my youthful passion for the history of book and type design, always trying to follow my creative instinct. I worked with the prestigious Stamperia Valdonega, which gave me the opportunity to meet Luca Stoppini, the artistic director of Vogue Italia.”
It’s a paradox: as bizarre and unplanned as their lives may sometimes seem, creative people work hard to gain total control over what they do. They tend to invest a lot of energy in mastering highly complex technical processes and balancing them with each other to end up adding something subtly unique and very intimate.
“Over 10 years, our clients, from large biotech companies to small businesses, have trusted in the quality of our work. And as long as we are able to base our work on something truly personal, almost handcrafted, I think we will have something to say, and I think it is right to continue on this path.”
Bernd Mühlenweg, Marion Brayer, Julie Ficheux, Angelo Cho, Sébastien Paris, Omar Vivar, Emilie Ceraudo et al.*
*For simplicity, we have omitted degrees and titles of scientific team members.
Special thanks are due to all those whose professional contributions, trust, friendship, and motivating spirit have given impetus, each with his or her own personal story, to a collaboration aimed at achieving the best to satisfy our clients.