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Benetton Group

Texts, stories and concepts for one of Italy’s most renowned fashion companies.

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Role: Writing and storytelling consultant
Client: Benetton Group
Year: 2015 – ongoing

Since 2015, I’ve been working as a writing and storytelling consultant for Benetton Group, collaborating closely with the press office and the digital and advertising departments to develop communication strategies – such as revising United Colors of Benetton’s overall tone of voice – and produce a wide range of texts and editorial outputs, from press releases to advertising copy, names for products and events, video scripts, essays, keynote speeches and the company’s yearly integrated report.

Benetton Group is one of Italy’s best known fashion companies. Founded in 1965, over the decades it rose to worldwide fame thanks to its signature colourful sweaters and controversial communication campaigns. Today it’s a global company, with two brands – United Colors of Benetton and Sisley – and stores in over fifty countries worldwide.