Today, brands try to make their advertising sound like stories. And newspapers advertise their stories as if they were products. While journalists rush to learn how to code or make videos, the ability to write in an engaging way is hailed as the unicorn skill for designers and developers alike.
Decades go by and one thing never changes: whether you are telling a story, developing a communication campaign or devising a brand strategy, writing is the best way to nail down your thoughts and get to the core of what it’s all about.
For over fifteen years, I’ve been doing exactly that, writing across different media for projects that blur the boundaries between design, communication and storytelling.
I’ve authored documentaries, defined brand identities, curated exhibitions, conceived campaigns, come up with names and payoffs, edited online and offline publications, lectured students about storytelling and design management, and published articles and essays about design, culture and sport.
A global network of collaborators – writers, researchers, editors, translators – allows me to take on small and large commissions, in English, Italian, and other languages, too. With their help, I explore how words and images can work together to tell compelling stories about today’s society and lead change within communities and organisations.
I do this for money, meaning and destiny. And because I like it.