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

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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

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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.

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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.

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pancracegardens.altervista.org

COPYWRITING

COPYWRITING

NOTEXACTLYIMBRUTTITA.EU

COPYWRITING 2010-2015

Blogs&Web Design

ANATOMYOFRIDINGNESS

COPYWRITING 2007-2013

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ILLUSTRATION FOR ADS AND FLYERS

SILVIA PODESTA’

podesslv@live.it+39 3452802257silviapodesta.com