ART DIRECTORS CLUB ITALIANO Design & Branding LESS IS LESS by Art Directors Club Italiano


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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Italy
Agency Art Directors Club Italiano
Designer Federico Pepe, Stefania Siani
Released April 2011

Credits & Description

Category: Books
Product/Service: ADCI ANNUAL
Designer: Federico Pepe
Client: Marco Cremona
Client: Paolo Cesano
Post Production: Walter Giordano
Media placement: Annual Book - Distribuite To Small Businesses - 4 April 2011

Describe the brief from the client
The Italian Art Directors Club is in full renewal, one of the most most important tools to achieve this change is its annual, which in recent years has had in terms of both copies of the importance of creativity in the market, a sharp decline, also caused increasingly tough competition from online sites.

Describe the challenges and key objectives
The main challenge is to transform this annual from collector of best Italian advertising and design, into an object also beautiful and inspiring to see and preserve, transforming it from a container of messages in the message itself. A book that would work itself as an idea and it would be impossible to enjoy in digital format.

Describe how you arrived at the final design
The message to be passed was that the book contained only the best selection of a year's work in Italy and this thing must be clear not only what the book contained, but also as it appeared. Here then is the goddess of the pages torn, symbolising the physical absence of all those jobs were out because they do not live up to those present.

Give some indication of how successful the outcome was in the market
For the first time in many years, the ADCI Annual has reversed the downward trend of its distribution, increasing its sales by almost 50%. Also for the first time there have been requests from abroad, from prestigious libraries and famous retail chains.

Finally, the Annual Art Directors Club has finally gained respect from all the Italian creative community, clearly increasing the prestige of the Club