PORTFOLIO
SILVIA PODESTA’
STRATEGIC DESIGNBRANDING
COPYWRITING
A HIGH STREET FOOD MARKET:
MERCATO METROPOLITANO
INNOVATING JARS:VERALLIA
INTERACTIVE SOLES: VIBRAM
THE FARMERS’ MARKET:
HOSTHINKING DESIGN
CONTEST 2015 GROCERY POOOLING: DESIGN
FOR SOCIAL INNOVATION
SADAS BRAND IDENTITYNOTEXACTLYIMBRUTTITA
ANATOMY OF RIDINGNESS PANCRACE:OUTLANDISH GARDENS
Contents
Strategic design
Copywriting Branding
Now more than ever business dynamics
call for a holistic view to encompass
marketing and branding, innovation
management and project development.
That’s why I have been working on
approaching business needs in a new
way, by blending strategy and creativity,
management and design. I am a lifelong
learner and I have always aimed at
combining my educational background
with practical skills, from digital
marketing to web design, trying to make
the most out of all my experiences,
to move in my job with a 360 degrees
professionality.
Creating innovative solutions for
companies with a view of pursuing
competitive marketing propositions
through design oriented approach
and tools.
I manage a project
from the idea, to the
search of materials,
to its practical
implementation in
both digital and print
media.
I help companies to define their
visual strategy, throughout
graphics, corporate websites,
social media and contents.
Philosophy
Strategic design
Copywriting
Branding
STRATEGICDESIGN
STRATEGICDESIGN
Mercato Metropolitano
STRATEGIC DESIGN
2015
Mercato Metropolitano is a new born
concept for a food market which aims
at combining quality ingredients, local
production and Italian delicacies with an
urban, vibrant, international allure. The
market has been opened in a huge open-
air lot with historic warehouse annexed
close to buoyant Navigli neighborhood and
features deli corners, farmers’ stalls with
fresh products, gardening shops.
Not content with its successful opening,
MM now works for expatriate and has asked
Politecnico international master students
in Strategic Design to conceive consistent
brand identity for target markets oversea.
Mercato Metropolitano
STRATEGIC DESIGN 2015MERCATO
METROPOLITANO
Adaptingto the North
Being in charge of exporting the concept in Europe, I focused my attention on Britain and Scandinavia, both regions that have recemtly become very much aware, against any easy stereotype, of the importance of food and healthy habits for our well-being. Cultural and economic trends have been surveyed and a benchmark analysis has been carried out among some of the most important competitors across the continent: Borough Mrkt, Ostermans Saluhall, Markthal...Trying to find out similarities among such different countries, I focused on two trends which feature further development afoot: urban farming and the transformation of pubs.
PROMOTING EDUCATION TOWARDS SUSTAINABLE URBAN FARMING AS PART OF MM BRAND
STRATEGIC DESIGN
2015
PROMOTING EDUCATION TOWARDS SUSTAINABLE URBAN FARMING AS PART OF MM BRAND
Brands are asked an important action in 2015: commitment.
Joining a good cause for the overall well being is what
consumers expect from companies.
MM Satellite Gardens are aimed at improving neighborhood
life, by reusing abandoned properties through agreements
with local authorities, or private entities. Classes and
workshop ma be run periodically by dedicated staff.
COMMITTING THE BRAND:
SATELLITE GARDENS
STRATEGIC DESIGN 2015MERCATO
METROPOLITANO
PROPOSAL1
Inspired by woodboxes for
gardeners, it hints at concreteness
and simplicity, coziness but solidity
PROPOSAL2
The 5 colors of Health, a pivot in
MM brand philosophy, are part
of the design, while the overlayed
terrain pattern in the background
reminds of agriculture.
Essential tools for gardening, like seeds,
watercans and even greenhouses
are to be provided to gardens where
workshops are run.
Branded kit
Logo concept
Promoting Italian food culture through theme events, mixed menus, compelling packaging and design. Inspiring the value of italian dietary culture and advocating health through food.
DELICATEVENTS
STRATEGIC DESIGN 2015MERCATO
METROPOLITANO
PROPOSAL FOR A PACKAGING LINE WHICH SUPPORTS MM MESSAGE, AND TRIES TO INTRODUCE HEALTH INTO PUB OCCASIONS
Prompted by the
need to stay ahead
of competition and
adapting to new market
needs and trends,
Verallia Italia is looking
for innovative concepts,
to freshen up its jar
product line. Namely, the
company was looking
for an appealing, eye-
catching jar for the
jam, honey and other
confectionary spreads
market. Starting from
the the brief with its
general intentions, our
team embarked in an in-
depth process of analysis
and research, whose first
stage was the definition
of some specific
intentions (.e.target
market and geographical
reach) and design
objectives. A brand audit
and a portfolio analysis
followed, and the
research moved forward
through the application
of qualitative methods,
such as ethnographic
research, observations,
customer journey
mapping and scenario
building. Eventually,
different polarities were
considered in order
to build four possible
scenarios for concept
generation; hence, the
final concepts were
based on four scenarios,
which in turn came out
of a careful reflection on
the functionaldimension
of the jar as opposite
to the aestetic one, and
on users preference of
object performance over
emotion, or viceversa.
VERALLIA
IN THE PROJECT:E.ANDRADE, S. PODESTA’
INNOVATING Jars
STRATEGIC DESIGN 2015
PART OF THE SAINT GOBAIN GROUP, VERALLIA
HAS LINKED ITS REPUTATION MOSTLY TO ITS WINE
AND SPIRITS BOTTLE PRODUCT LINES. NOW THE
COMPANY IS ATTEMPTING TO FRESHEN UP ITS
TRANSPARENT JAR LINE.
Ethnographic Research
Internal Testing
Scenario Building
We examined the environment where
the jars are being sold: premium stores,
supermarkets, small groceries. Factors
like the visibility of the objects on the
shelf, their stackability, their relative
importance to the label of the content
were thoroughly considered and
reported.
Tests helped our team gain important
insights of the product in use: users’
gestures and methods in the acts of
opening, carrying, placing the jars; ways
of consuming the content, and so on.
The final step of the research highlighted a suitable intersection of polarities,
among those many previously taken into account. The two couples of attributes
that were chosen belong to the product and to the user areas, respectively:
1. functional-aesthetic: the jar is considered under two opposite and
complementary aspects, its utilitarian features vs its aesthetic form;
2. performance based-emotion based:
what the user is mostly looking for
when buying and using the jar: if just
mere functionality or also some other
evocative characteristics or original
ways of use. All the concepts shown in
chapter 5 are married to one of these
four scenarios and thus are exploiting
the frame provided by the relative
attributes.
S
VERALLIASTRATEGIC DESIGN 2015
S
Degree of given importancein the brand strategy
Intensity of consumers’ association with the material
Product level
Cultural level
High
Very High
High
Medium
Low
MediumLow
Commitment
Recycle
Genuinity
Heaviness
Design
Technology
Tradition
Decoration
Volume
Transparency
Hygene
Customisation
Innovation
Variety
Vintage
Food
Drink
Environment
Low
Medium
High
B2B
Product scope
Design variety
Iconic productlines
Sustainability
Brand Equity
Product system
Customisation(pattern&shapes)
Vera
llia
Borm
ioli
Arda
ghO-
I gro
up
In the food&beverages packaging market,the product scope measures how mcuh a company is focused on glass, or it exploits di�ernt materials
Bormioli.Rocco iconic product line “4 stagioni” and “fido” yield the company a strong grasp on the italian consumer’s mind, for whom the company is synonim of specific culinary habits
Brand equity here stands for the visibility of the brand in user’s mind. Verallia’s bespoke reputation amomg its B2B customers is not preventing teh company from being relatively unknown in the B2C market
Blue ocean strategy and mental map for Verallia
S
1-The spoon saver.
This jar provides a slit on
one side, to invite users
to place there the tool
2.The lighthouse.
An iconic shape that
reminds us of Verallia’s
core values: innovation,
exploration, design
3.The honey pot.
Inspired by nature, a
triumph of sweetness
and elegance
Software used in this project:
Our concepts
S
The stamp Jar: for customised cookies
STRATEGIC DESIGN 2015 VIBRAM
IN THE PROJECT:DHANASHRI WALIMBE, SILVIA PODESTA’, MAX YOGORO
INTERACTIVE SOLES
With its forward-looking approach to market and consumerism, historic sole-maker company Vibram has been venturing in the realm of big data to pursue innovative ways to address its marketing propositions. This project aims at implementing a health measurement system which will be based on sensors, embedded in shoe soles: the system would consider data such as posture, gait and muscular inactivity hours, thus allowing the prevention of future diseases and locomotion issues. The project has been carried out with design consultancy company DotDotDot and officially presented at 2015 Design Week in Milan.
FLYER PREPARED FOR THE PRESENTATION OF THE PROJECT AT DESIGN WEEK MILAN
Software used in
this project:
Consumers today are
getting increasingly
attentive towards what
they eat - trend researches
suggest. A relevant interest
for farming has been
spreading in urban areas in
developed countries.
“The farmer’s picnic”
would give these
consumers the opportunity
to cultivate and harvest
fresh ingredients in a
special farm-restaurant
to enjoy a 100% organic
picnic.
PROJECT REPORT
THE FARMERS’ PICNIC
Hosthinking Contest 2015
Marcela CuberoNicole de Candido
Yasuyuki HayamaSilvia Podestà
Dhanashri WalimbeErik Andrade
IN THE PROJECT:E.ANDRADE,D. WALIMBE, S. PODESTA’, N.DE CANDIDO,M.UBERO, Y.HAYAMA
Hosthinking 2015
STRATEGIC DESIGN 2015
FARMER’S PICNICFarm
FARMER’S PICNICRestaurant
CUSTOMER
FRUITS
IncInc
VEGITABLES
IncInc
MEAT
IncInc
FISH
IncInc
POST SERVICE
FOOD
- FOOD
LABOR
RA
W M
AT
ER
IAL
MO
NE
YR
AW
MA
TE
RIA
L
RA
W M
AT
ER
IAL
FOO
D S
UP
PLIE
R
MO
NE
Y
MONEY
HARVEST RECALL
AWARENESS
HARVEST &PLATING EXPERIENCE
POSTEXPERIENCE
SERVICEEXPERIENCE
RAW MATERIAL
MONEY
MONEY
MONEY
FARMER’S PICNIC
This concept has been conceived for Hosthinking 2015, an international contest
sponsored by Politecnico di Milano and aimed at the ideation of new solutions
for the Horeca sector, that imply a more direct involvement of customers within
the food and retail experience. The project is to be presented in Expo Milano in
october 2015.
System Map of the concept
APPLYING SOCIAL INNOVATION DESIGN AND COLLABORATIVE SOLUTIONS TO IMPROVE THE WELL-BEING OF MOUNTAIN COMMUNITIES
Grocery Pooling is a collaborative service conceived to cater for the needs of local mountain communities in Northen Lombardy. Its main speakers will be dwellers and local
authorities, the latter interested in guaranteeing the survival and prosperity of these languishing villages.Grocery Pooling hints at streamlining grocery shopping for mountain dwellers, by
providing them with apt vehicles and by appointing members of the very community to take care of listing, collecting, driving, bringing and distributing purchases for the whole village.
Grocery Pooling
STRATEGIC DESIGN
IN THE PROJECT:DHANASHRI WALIMBE, SILVIA PODESTA’
2015
The option of a collaborative solution, which implies the active participation of the recipients, translates in a win-win solution, that benefits not just the mountain dwellers but also municipalities, by offering a sim-ple, efficient, but cost-effective system for achieving the goal of a sustainable survival of mountain communities.
BRANDING
BRANDING
S
BRANDING 2013-2015 SADAS
BRAND IDENTITY
Building companies’ brand identity requires consistency, creativity and passion. A multi-platform approach is crucial nowadays and needs to span from social media management to website design, from eye-catching newsletters to impressive copywriting.
S
Consistent storytelling and effective communication needed to be designed from the scratch in order to distinguish SADAS as a new, independent IT company, follwing its spin-off from Advanced System SrL. The project has involved a general overhaul of the brand identity and core values.
S
BRANDING 2014
Simple web design-
compelling contents
Helping a small garden design company to engage their audience and gain visibility on the local market.The ingredients of this work? The right tone of voice, consistent web design, simple and effective graphics and proper web and social contents.
S
pancracegardens.altervista.org
COPYWRITING
COPYWRITING
NOTEXACTLYIMBRUTTITA.EU
COPYWRITING 2010-2015
Blogs&Web Design
ANATOMYOFRIDINGNESS
COPYWRITING 2007-2013
Graphic
ILLUSTRATION FOR ADS AND FLYERS
SILVIA PODESTA’
[email protected]+39 3452802257silviapodesta.com
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