Art director and designer Alessandro Giua worked with Mohd, a leading company in luxury design and furniture, on editorial design, advertising, digital, social, and retail. The classic yet playful combination in the branding identity allows for the flexible approach that Mohd sought. The fact that the designs can effortlessly move across many platforms proves how multidisciplinary they are.
Mohd is a worldwide leading company in luxury furniture and design, offering the best selection of international design and exclusive interior design services, both online and through their physical showrooms in Italy.
A lot of work has been done to build a new brand image starting with brand positioning and strategy, building a new impactful brand identity. We’ve pulled together distinctive stories to communicate the brand in a charming and cultured way using the power of storytelling and differentiating Mohd from the competition creating a book, a proper manifesto that builds the brand chapter by chapter, using a warm, confidential, ironic tone of voice. All the stories have been spread consistently across several channels, including an immersive storytelling digital experience, and social media. The new positioning has been communicated through an integrated advertising campaign using the new visual language, a punchy colour, a bold graphic style, and clear messaging. Other materials have been designed for the showroom opening: merch, a company profile, and a poster, a homage to the creativity and genius of the design companies and designers of the 1960s, combining one of the most creative and playful slogans of the French “May 68”, and some of the most iconic and innovative products of those years, especially Italian.
A project that required a flexible and multidisciplinary approach taking in consideration all the different touchpoint and business needs, especially considering that all the work was carried out remotely just when the Covid-19 pandemic had spread.
Full project: http://www.alessandrogiua.it/mohd.php