Ciaopeople is one of Italy’s leading digital publishing groups. It works with online news, multimedia production and entertainment. Largely through its digital magazines, the publishing group reaches 7 out of 10 of Italy’s internet users each month. One of the ways it does that is through Branded Tale – an editorial concept that connects brands with people through storytelling.
Ciaopeople needed a design partner that could take charge of the visual storytelling for Branded Tales. Themes and stories needed to be expressed in ways that were correlated with the identity of the customer brand in the story. But equally, a consistent visual language was needed to give Branded Tales a clear and memorable identity.
Working with the Ciaopeople design team, we chose to use illustration as a main visual device. By creating original artwork for each story, we could make the customer brand recognisable, support the story, and establish a tone of voice for Branded Tales. We developed a process guided by a specific work flow and a set of design rules, which allows the storytelling to keep up with a constant stream of requests from customers.