Website therapy
In Italy there is a way of saying that goes like this: a shoemaker’s shoes are always broken (Il calzolaio ha le scarpe sempre rotte). So of course my website is not updated, full of mistakes and old projects that don’t represent me anymore! Get over it!
Sometimes having time to clean and sort out my website is the chance to see how much I have change and grown as a designer during the last 5-6 years. I had to make a website free and start that way. This is what I call Website therapy.
To the outside world I might look the same (plus wrinkles) but the professional journey in these years have transformed me and completely changed the approach to clients, projects and what is good graphics.
So what has changed? From a macro point of view, I am more aware of the importance of voicing my professional opinion and guiding the client in a journey, to develop a story that is unique to him and that is valuable. Most of the time people don’t know what they are trying to communicate and they need an advice, to let them see what is achievable. It is not always easy to tell people how it is, but my clients appreciate my frankness and my openness to find a solution that is good for them. What I thought it was a bad trait (my frankness) is actually a great asset.
From a micro point of view, I obsess more with the attention to details and I take my time to complete each task. No more rushing or not spending time over small details. Details are important indeed. I must confess that sometimes looking back at some of my projects I see here and there a lack of attention to detail: maybe the leading is too much, or the kerning is not right in a text, or the depth of an illustration… and then it is all I can see. It bother me and I seek attention to details even in my personal life.
Sorting out my website is also a good way to remember when the font Copperplate of this project was new and almost never seen before. Back than it was on the ascending curve of popularity, now everybody is tired of it. This is something fascinating because it shows how everything comes and goes and everything from fashion to graphics follows waves of popularity.
Work
Logo and Brand identity for a new Italian restaurant in Malta. The restaurant is set on the top floor of a mall in Valletta and proudly cooks modern revisited homemade Italian recipes.
Art direction;
Development and implementations of the brand identity;
Development of packaging material for the restaurant.
Challenges
Been able to create an elegant look in style with the food cooked in the restaurant without falling in the cliche of Italian restaurants.
