Let's clear up a costly misconception straight away: brand awareness is not vanity. It's not a stylistic exercise to say "look at me, I'm here". In today's saturated, noisy, and fragmented market, brand awareness is the only life insurance policy your company can take out. If your audience do...

We live in the age of digital “white noise”. A constant hum, an uninterrupted flow of content where every brand shouts louder than the next to get noticed. In this ocean of messages, most companies scramble to launch promotions, showcase products and celebrate themselves, ending up as just another i...

There is an entire world happening in the blink of an eye. It’s the world of a drop of milk forming a perfect crown, the split second when glass shatters, or the precise instant a cheetah’s paw lifts off the ground. Our eyes are not built to see these moments. Our perception is too slow, reality too...

Close your eyes for a moment. Think of your favourite coffee. Not the blend, not the price. Think of the experience: the warm morning light, the weight of the ceramic cup, the muffled hum of the espresso machine, perhaps a jazz playlist in the background. Now think of another coffee — maybe from a s...

We live in a world of visual noise. Walk into any supermarket and you’ll be assaulted by a wall of colours, shouting logos, claims and special‑offers. It’s a battle for attention fought in mere tenths of a second — and most brands deploy the same weapons: brighter graphics, larger typeface, a more s...

The photography studio is a “white box”. A controlled, reassuring, sterile environment. Every photon of light is exactly where we decide it should be. It’s a perfect place for surgical precision: the flawless corporate portrait, e‑commerce, beauty. But the soul? The soul often lives outside. On‑loca...

On our blog we have often referred to brand archetypes. We have used them as examples when discussing storytelling, we have cited them in guides on tone of voice. They have become, in the world of marketing, such a widely used topic that they verge on being a buzzword. Everyone talks about them, man...

They’re looking at me from the shelf, right now, while I write. On one side, I have White Noise by Don DeLillo. A masterpiece of prose, a paranoid exploration of consumer society, language and the fear of death. I’ve read it three times and each time I find something new, though I admit recommending...

If lenses were people at a party, the 50mm would be the reliable guest who talks to everyone, the 70-200mm would be the elegant observer in the corner, and the fisheye? The fisheye would be the life of the party with an electric guitar, jumping on the table and completely changing the evening's pers...

There was a time, not so long ago, when our relationship with search engines was a simple list of blue links. We would type a query (often awkwardly, like "best pizza restaurant Rome centre") and Google, in return, would offer us a list of possibilities. We would click, read, go back, and click agai...

And this is the best news real professionals could have hoped for. If you're involved in the world of communications, you'll have heard the verdict: "graphic designers are finished". Tools like Midjourney, DALL-E and Adobe Firefly churn out stunning images in seconds. Platforms like Canva promise lo...

There is a noise you never forget. It is not the sound of bombs, nor of bullets whistling past your ears. It is the metallic sound of the shutter clicking the moment the world explodes. Every war photographer knows it: that click that marks the distance between life and death, between the storytelle...

Have you ever had that sinking feeling, staring at a dashboard full of seemingly positive metrics (clicks, impressions, view-throughs) while revenue remained stubbornly flat? Or worse, have you ever tried to justify the marketing budget for TV or a YouTube brand awareness campaign, knowing full well...

A few weeks ago, we were on a call with a client, a brilliant, pragmatic, and (understandably) always-in-a-rush CEO. We were discussing their internal communication strategy when, at one point, he sighed and confessed to us with bitter irony: "Lads, I run a company with 200 people. Do you know the h...

Welcome to the monochromatic dimension. A place where the essence of photography is no longer mediated by colour, but reveals itself through light, form, texture, and contrast. To produce truly impactful black and white shots, the first, fundamental step is to learn to see the world without chromati...

Remember? There was a time, not so long ago, when paid search was an art of surgical precision. It was a digital craft. We, the "PPC Specialists", were precision engineers. Our garage was the Google Ads (then AdWords) interface. Our tools were match types (exact, phrase, broad), our scalpel was "lon...

Think your font is a detail to sort out at the end? Wrong. It's your brand's voice, the invisible architecture of every message. This guide debunks the myth of "personal taste" and shows you how to turn typographic choice into pure strategy. Today, we're talking about a topic that 90% of companies t...

Photo by Kyle Loftus on Unsplash Let's admit it: landscape photography is the biggest lie of our time. You open Instagram and see perfect peaks lit by a magenta dawn, lakes that look like mercury mirrors, and forests shrouded in mist. It all looks so easy, so accessible. The truth? That photo requir...

Picture this: it's Monday morning. Your social feed is clogged. Everyone is talking about one unexpected event: a blackout during a global sporting event, a bizarre meme that's conquered the internet overnight, or even... a piece of work equipment used in a decidedly unconventional way during a muse...

Berto is sitting at his desk. The coffee, made in a moka pot that has seen better days, is now lukewarm. On the screen, a cursor flashes. It's a digital, immaculate, and provocative white. Whether it's a Google Docs sheet, an artboard in Illustrator, or the empty timeline in Premiere Pro, the result...