CREATIVE BRIEF

ALESSI
ALYSSA MACRI - INM310SDD

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TABLE OF CONTENTS
01 PROJECT OVERVIEW 05 DESIGN EXECUTION

02 CREATIVE BRIEF 06 CONCLUSION

03 COMMS FRAMEWORK 07 THANK YOU

04 RATIONALE FOR DESIGN CHOICE

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 ENHANCE BRAND MODERN LOGO REDESIGN,
ALESSI BRAND IMPACTFUL BUS SHELTER
RECOGNITION IN AD, ENGAGING SOCIAL
REFRESH
CANADA CONTENT

PROJECT OBJECTIVE STRATEGY

FOCUS OUTLINE

SLEEK, REDEFINE ALESSI'S

MINIMALIST VISUAL IDENTITY AND
CAPTIVATE THE MARKET.
DESIGN

PROJECT
We aim to elevate Alessi's brand recognition in the Canadian market
through a comprehensive redesign strategy. Focused on a modern logo,
impactful bus shelter ad, and engaging social content, our goal is

OVERVIEW
to captivate Millennials and Gen X, emphasizing sleek, minimalist
design. Join us as we reimagine Alessi's narrative, transforming its
visual identity for a lasting market impression."

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CREATIVE BRIEF
GET: Understand Alessi's brand essence and market position.
WHO: Target design enthusiasts and individuals valuing innovative home
products.
TO: Create a campaign highlighting Alessi's artistic design,
This brief outlines Alessi's effort to boost
functionality, and timeless appeal.
brand recognition in Canada by addressing
BY: Collaborate with internal and external experts for an authentic,
low awareness and emphasizing its design
multi-platform execution.
legacy.

THE PROJECT KEY CHALLENGE PURPOSE OF COMPETITORS TARGET AUDIENCE

Alessi faces low brand
COMMUNICATION Competitors of Alessi Primary Target Audience:
Alessi is a renowned Demographic: Millennials
include:
awareness in Canada and Objective: To
brand in the design and ARTEMEST and Gen X individuals.
struggles to convey its communicate Alessi's
craftsmanship of home Miliboo Preferences: Those with a
rich history of design unique design heritage
products, seeking to Sambonet strong affinity for
and craftsmanship to and craftsmanship to
elevate its brand modern, minimalist design
the target audience. Canadian consumers. Alessi excels in
aesthetics in home
recognition in the innovative design,
products.
Canadian market. Primary Focus: Develop global collaboration,
02
Secondary Target
Who needs a a modern and current and high-quality
Audience:
comprehensive redesign logo that effectively craftsmanship, setting
Exploration: Alessi is
represents Alessi's itself apart in the
strategy, including a open to exploring
identity and values. market with a unique
modern logo and additional target groups
blend of tradition and
impactful advertising. beyond the primary
contemporary appeal.
demographic to broaden
03 its reach.

01 04
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CREATIVE BRIEF
CONTINUED....
THETHE
DELIVERABLES
PROJECT TONE & BRAND VOICE
Logo Redesign:
Alessi is a renowned
Develop a modern and
brand in the design
current logo that aligns with
and craftsmanship of
Alessi's design legacy.
home products,
Bus Shelter Ad:
seeking to elevate its
Create a visually striking ad
brand recognition in
featuring the new logo for
the Canadian market.
enhanced brand visibility.
Who needs a
resonate through visual
Social Media Content:
comprehensive
Craft engaging content for
redesign strategy,
social media platforms to
including a modern
drive traffic and showcase
logo and impactful
Alessi's unique design
advertising.
narrative.
06
INSIGHT: Alessi's brand strength lies in its ability
to seamlessly merge art with everyday functionality,
offering consumers not just products but elevated
experiences. Recognizing the emotional connection
people have with well-designed objects, our campaign
will leverage this insight to reinforce Alessi's
position as a provider of artistic, timeless, and
functional pieces that enhance daily life.
MEDIA STRATEGY BUDGET & TIMELINE CHIEF MESSAGE &
Desired Brand Voice:
Expand Presence: Beyond Budget: $50,000 CALL TO ACTION:
Instagram and Facebook, allocated for the logo
Compose sophisticated,
Chief Message: "If you
recommend additional redesign and creation
and practical. know, you know" – Convey
modern social channels of two impactful ads.
Communication Medium: the unique design and
for enhanced Timeline: High-level
The preferred mode is functionality of Alessi's
visibility. timeline with key
through design; the products.
milestones for project
brand voice should
completion.
elements. 08 Call to Action: Increase
brand recognition and
09 drive engagement with
07
Alessi's products.
10
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 COMMUNICATIONS FRAMEWORK
BARRIER COMMS TASKS CHANNEL

LACK OF RESONANCE & CREATING COMPELLING AND SOCIAL MEDIA

LIVING
RELATABILITY WITH THE EMOTIONALLY RESONANT (INSTAGRAM/WEBSITE/
(EMOTIONAL) TARGET AUDIENCE STORYTELLING PINTEREST)

PERCEPTION OF COMPLEXITY OR PROVIDE CLEAR FUNCTIONAL

LOOKING IN-STORE DISPLAYS,ONLINE
LACK OF CLARITY REGARDING BENEFITS, HIGHLIGHT
(FUNCTIONAL) PLATFORMS
BENEFITS OF ITS PRODUCTS PRODUCT DETAILS

HESITATION IN THE BUYING CREATE URGENCY THROUGH

BUYING LIMITED EDITIONS, HIGHLIGHT
PROCESS & UNCERTAINTY ECOMMERCE PLATOFORMS
(PRODUCT/SERVICE) ABOUT PRODUCT FIT
SPECIFIC FEATURES & OVERCOME
HESITATION

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CREATIVE
RATIONALE
In the design execution phase
for Alessi's rebrand, our
focus is on seamlessly
blending modern aesthetics
with the brand's rich design
legacy. This involves a
thoughtful logo redesign, a
striking bus shelter ad
featuring a key product, and
engaging social media content.
Our approach emphasizes visual
LOGO REDESIGN BUS STOP AD SOCIAL MEDIA
consistency, user-centric Concept: Modernization while
design, and adherence to preserving Alessi's design Product Integration: Showcase a Visual Consistency: Align with
Alessi's refined brand voice. legacy. key Alessi product with the new the new logo and bus shelter ad
Visual Elements: Blend logo. aesthetics.
Let's delve into the details sleekness with craftsmanship Visual Impact: Bold imagery, Content Themes: Highlight
of our design choices and how symbols. emphasizing the emotional and product features, behind-the-
they align with the brand's Color Palette: Contemporary, functional benefits. scenes, and user stories.
with a nod to Alessi's Tagline: "Elevate Your Engagement: Encourage audience
objectives. Everyday" to capture the interaction and user-generated
traditional colors.
Typography: Elegant, reflecting essence of Alessi. content.
Alessi's refined identity.

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 LOGO
OLD REBUILT

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BUS
STOP
AD

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SOCIAL MEDIA

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 CONCLUSION

IN CONCLUSION, OUR COMPREHENSIVE CREATIVE BRIEF FOR ALESSI IS GROUNDED IN A KEEN UNDERSTANDING OF THE BRAND'S
HERITAGE, MARKET POSITIONING, AND THE PROFOUND INSIGHT THAT DESIGN IS NOT MERELY FUNCTIONAL BUT TRANSFORMATIVE. BY
IMMERSING OURSELVES IN ALESSI'S IDENTITY, WE'VE DISCERNED THE ESSENCE THAT SETS THEM APART—THE SEAMLESS INTEGRATION
OF ART INTO EVERYDAY LIFE. OUR TARGETED APPROACH, FOCUSING ON THE INTERSECTION OF ARTISTIC DESIGN, FUNCTIONALITY, AND
TIMELESSNESS, AIMS TO RESONATE DEEPLY WITH A DIVERSE AUDIENCE OF DESIGN ENTHUSIASTS AND THOSE APPRECIATING INNOVATION
IN HOME PRODUCTS. THE COLLABORATIVE EFFORT BETWEEN OUR TEAM AND ALESSI'S INTERNAL EXPERTS ENSURES AUTHENTICITY, WHILE
OUR MULTI-PLATFORM CAMPAIGN SEEKS TO NOT ONLY SHOWCASE ALESSI'S PRODUCTS BUT TO CRAFT AN EXPERIENCE THAT ELEVATES THE
ORDINARY INTO THE EXTRAORDINARY. THIS STRATEGY IS POISED TO REINFORCE ALESSI'S POSITION AS A PIONEER IN THE INDUSTRY,
CREATING A LASTING CONNECTION BETWEEN THEIR BRAND AND THE HEARTS AND HOMES OF CONSUMERS.

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THANK YOU

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