Tommaso Monaldi 2016

Corporate identity, Visual communication, Art direction.

“Design is not so much a physical process

but a way of thinking.”

#DesignForAll #UserCenteredDesign #ParticipatoryDesign #identity #communication #UX #innovation #DesignThinking #strategy

Loccioni 2015,Enterprise for all ages

project

ID CODE, generative and participatory identity for knowledge companies.Designed for Loccioni.

*Only for this project, in the following pages you can find the explanation of design process.

*In selection for ADI Design INDEX 2016and for ED European Design Award 2016.

What I didProject director, concept design, brief, visual design, photograpy, tutoring.

Credits- Codex, Matrix, Index. Curated and developed

by Giacomo Cesari, concept and design Tommaso Monaldi.- Photo-graphia. Photo and design Tommaso Monaldi.

With Giorgio Di Tullio and Maria Paola Palermi.

ID CODE has the goal to create a generative and participated company identity and storytelling.

It is an integrated system composed by an archive of words and photografic icons available for all company collaborators.

It implies research, process, possibility, relation and than communication.

it is a project to unveil the identity of knowledge companies.

Philosophy & General GuidelinesCorporate ID guidelines

ManagementInventario comunicazione

Ricerca ed intervistePassaggio completo in 3 anni

DesignCommunication Strategy

ConceptSystem designPhoto system

Graphic designGuidelines

Schema progetto

Obiettivi- Semplificazione della comunicazione.- Comunicazione efficace delle molteplicità

dell’Impresa.- Spostamento dalla comunicazione

all’Identità auto-generata.- Creazione di strumenti e formazione

per rendere i collaboratori autonominel generare comunicazione.

ID CODEStrategy, process and interviews for a participated communication design and generative identity.

Archivio digitale (Jarvis)Foto - Testi - Template - Linee guida

Strumenti businessReportOfferte

Customer StoryBusiness StoryCase History

Projects

ID Culture Ciclo di incontri - Pillole - Affiancamento

ID CODEWords and images collected in a publication

Photo graphia

Index

Matrix

TEMPLATES

Codex

GUIDELINES

id code

IdentityLabid code

JARVIS tags

EditoreContenitore

Jarvis is a digital archive with a browser. It is possible to track ID Code contents thanks to a tag and folder system enabling each collaborator to find the right image, template, quote, text.

ID CODEThe system. Communication kit for all.

Photo graphiaid codephoto

IdentityLabid code

JARVIS tags

EditoreContenitore

Thanks to ID Code guide lines any project can be defined autonomously with coherence and simplicity.

personepeople

mercatomarketplace

emozioneemotion

famigliafamily

Consistenzaconsistency

terraland

ingegnotalent

autenticitàgenuineness

lavoromaking

Pro-gettaredesigning

energiaenergy

tecnicatechnic

fare megliodo it better

laboratoriolaboratory

Accoglienzaaccueil

Matrixid codematrix

IdentityLabid code

JARVIS tags

EditoreContenitore

The Matrix can be organized in: text, phrase, quote, keyword.The combinatorial nature of words and images produces consistent endless stories.

Codex

misuraremeasure

prospettiveprospective

informazioneinformation

pro-fittopro-fit

valorivalues

giocoplay

scambioexchange

sincronicitàsynchronicity

tessituretextures

ecosistemaecosystems

datidata

sviluppodevelopment

comunitàcommunity

conoscenzaknowledge

aperturaopenness

id codecodex

IdentityLabid code

JARVIS tags

EditoreContenitore

The Codex can be organized in: text, phrase, quote, keyword.The combinatorial nature of words and images produces consistent endless stories.

Thanks to the guidelines and ID CODE all projects are declined autonomously with consistency and simplicity.

Templateid codetemplate

IdentityLabid code

JARVIS tags

EditoreContenitore

On the following pages there are some examples created with the templates.

*Attached some examples.

Guidelinesid codeguidelines

IdentityLabid code

JARVIS tags

EditoreContenitore

Open Sans Open SansInstruction

Projectand method

* * * *

Sotrytelling Photography n.

Speakertool kit

ProfileLoccioni

From data to value

Speaker tool kit.Cosa dire, come farloe qualche consiglio.

1

Loccioni 2015 - From data to value

2km di Futuro® - Loccioni

*

Speaker tool kit.What to say, how and bits of advice.

1. ID-CODE: Project and Method2. Storytelling3. Grid Systems4. Information Architecture6. Using images7. a) Photography b) Photography c) Photography

2016

Guidelinesid codeguidelines

IdentityLabid code

JARVIS tags

EditoreContenitore

Some examples of “Training pills” for 2016.

The combinatorial nature of words and images produces consistent endless stories.

Visual identity systemand event communicationfor 2km di Futuro. Designed for Loccioni.

*2km di Futuro, Design ADI INDEX 2015.

What I didArt direction, visual design, photograpy, tutoring.

CreditsWith Giorgio Di Tullio and Maria Paola Palermi.Consultants Federico Butera and Thomas Herzog.Graphic designer Sara Guazzarini.

x x x/2 2x 2x 2x

2x

2x

y

y/2

1/3

costruzione geometrica

modularitàgriglia

x x x/2 2x 2x 2x

2x

2x

y

y/2

1/3

costruzione geometrica

modularitàgriglia

seconda versione

ID Lab designer. Research and design for enterprise identity and communication.Designed for Loccioni.

What I didArt direction,corporate identity, visual communication, concept design, tutoring,photography, relations with design universities and talks.

CreditsManager Maria Paola Palermi, with Giorgio Di Tullio.In collaboration with IHD Milano.Consultants: Federico Butera, Norberto Patrignani, Thomas Herzog.In collaboration with Univeristies: UNIRSM and ISIA Urbino.

PRINCIPAL PROJECTS

Invisible world visualizationInformation architecture, big data, real time infographics, HMI, UX.

ID RevolutionResearch and design communication and identity. Concept and brief design about identity projects, generative identity, participatory design and process design.

Design CultureRelation with design Universities, talks and conferences, development enterprise design culture.

Photo-GraphiaPhotography and image selection

ID Lab is a multidisciplinary laboratory of Corporate Culture and Communication, which aims to transfer the values of Loccioni.

We imagine and design the development of the medium and long-term identity and culture of the enterprise.

Settenove Edizioni.Preventing gender violence.*2015 Andersen Award.

What I didArt Direction,graphic design,book design.

CreditsWith Monica Martinelli.

Ma mi, mondi a confronto.A magazine for Italian prisons.*ADI design INDEX, 2013.*Italian Young Talent, J. Fanfani Award, 2012.

What I didMaster’s thesis.

CreditsProfessorMarco Tortoioli Ricci.

The thesis focuses on the development of a magazine called Ma Mi. Mondi a confronto, which chronicles the life of inmates inside Italian prisons, comparing them in different contexts.

The typical day in prison is marked by specific moments (such as the morning wake-up call): the project transforms some of those moments into small thematic fragments, which when looked at in depth become the central theme of each issue of the magazine. The inmates of the different institutions questioned during the survey respond to a series of simple questions focused on going deeper into the theme being investigated, recounting their own experiences and providing a detailed and personal insight into life in prison.

In particular, the research was carried out thanks to the cooperation of the inmates in Spoleto prison where the interviews were partly conducted live and partly through a direct correspondence workshop with the prison, always taking into account the element of spontaneous relationship with the detainees.

From the theoretical point of view, Ma Mi is intended first of all as the basis for a project methodology rather than a simple editorial product.

ADI link

Felicità CC. Design for the territory.

*Recognition of MIUR, Ministry of Education, University and Research, 2013.

*Arts National Award, 2012.

What I didConcept design, graphic design.

CreditsProfessorMauro Bubbico.

WithAntonio Bonomo, Chiara A. Brolli, Antonella Licitra,Nicola Riva and Simone Scimmi.

The project focuses on the development of a research called Felicità CC and some instruments that visualize the identity of the territory and its people.

“The first remarkable characteristic is the originality in identifying a real and substantial problem.

The second is the accuracy of the preliminary analysis, which highlightsthe context of the social, cultural, and human resources involved, and produces an image in which various socio-cultural splits are able to recognise themselves. The design skills, specific details and the obvious compelling pragmatic effectiveness are also noteworthy.”

It is an example of co-design and participatory design for public institutions and people.

Palio Storico Cagli, Giuoco dell’Oca.Historical re-enactment event.

*In 2012 the event was selected among the 1,000 wonders of Italy.

What I didVisual identity system,event co-design,photo book.

CreditsWith Giochi Storici Cagli Associations.

The project was started by designing the event and the association corporate identity and it evolved with the development event masterplan.

For the XXV anniversary of the event I createdthe complete photo identity and I designedthe XXV Anniversary photo book of the event.

Some projects of corporate identity and communication in my territory.

What I didConcept design, art direction,visual design,photography.

ClientsKuco Ermir, My physio Care,Nani OSTERIA slow food, GF impianti, Fatti di TERRA, morelloAustera.

After graduating at the San Marino University of Design, you did a specialistic course and then you began working in the visual communication sector. Can you tell us briefly how you developed this path?

Starting University was a very conscious choic, out of high school and without proper advice, I started working as a mechanical technician. I’ve always had a huge passion for design and been curious about things; the reason for things. The work was good and I was getting on very well, but the desire to also learn about issues relating to psychology, sociology and art led me to discover the world of design. I restarted my studies after two years with an unstoppable charge and passion. I prepared my thesis and sat the first examinations of my Masters degree in Graphic Systems, Communication and Design for Publishing at ISIA Urbino Institute. I started as a technician, and continued as an industrial designer, to move on to communication and photography. Today I’m studying issues related to management and sociology. I believe that innovation is the distance between different approaches and mindsets, this inspires me to be constantly updated and fuels a strong desire for knowledge and dialogue. This approach has characterized my choice of training, and my passions.

Since the beginning of 2012 you have been working with the Loccioni company, in the Identity lab. What are the difficulties for a graphic designer working within a company? Are there constraints, limits or can you express your design identity independently?

History teaches us that constraints are useful for a project and limits often turn out to be opportunities. It’s just a matter of approach. Only by moving away from the presumption that I knew it all, did I manage to grow, during my Masters thesis first, in a maximum security prison, and then within a Company. In Italy, for some reason, it seems that design culture has become weaker, partly forgotten. It seems that everyone knows the great design icons, but not the methods and the culture that is behind every choice and each process. Everyone knows about “design” but not about what a designer’s work involves. My design identity is the sum of

Interview for San Marino’s University of Design.2016

contexts, users and project participants. Today’s design process is, in my opinion, the most interesting form of design. Autonomy, therefore, must always be measured in relation to a series of participants, who do not impose constraints but contribute with their experiences to be taken into consideration. Perhaps the focus should be shifted to awareness (design and methodology) and the ability to dialogue in Italy. For this yes, I must admit that I have often encountered difficulties than can be and have been overcome, but which lead to a great waste of energy. Fortunately, the Italians are still full of energy and companies such as Loccioni are more open-minded.

In addition to working with Loccioni, you are a self-employed professional and have already completed many projects. Is there a specific methodology that you apply to each project?

Yes, rather than on graphics and objects, I focus on methods and processes, allowing people to understand what design means and enabling them to apply this approach to the things they love or believe in. I have understood that it is fundamental to be receptive to the customer, to listen and grasp his needs, in order to grow and share. Mutual recognition and trust are essential; Dialogue and understanding are key. There is nothing more beautiful than providing a client with the tools that allow him to be autonomous, to tell and live his dream, without resorting to ready-made solutions. We cannot expect there to be a project culture in Italy if we are not the first to promote it and make it familiar to people. We live in a great country, full of people who want to create;, we just have to understand that we are not the only ones. The transfer of skills and training are an extraordinary opportunity in this time of crisis.

How do you manage to reconcile your freelance work with your job at Loccioni?

In order to fully understand the Company and create a personal design method, I started a full-time job. In the first two years I learned a lot, I carried out numerous projects and started processes so as to develop and improve a method. When I realized the design possibilities, I had confirmation of a fundamental thing: to do this work, different stimuli,

confrontation, dialogue and open-mindedness are vital. This strong love for my job made me realise that I could not stay full-time in the Company for much longer. I spoke to the Company and together we planned our future;, six months later I turned freelance. I have helped the Company to build up a network of skilled professionals so that it never remains without competent people, and I have written some guidelines to allow everyone to work independently. Now I follow other customers and our growth process and work is planned together. It takes openness and the awareness that the world of work, like the way of working, has changed. If a company does not understand this, it is not a suitable partner for creating a growth process. I have to admit that the Italian market is far from ready for this fluidity, but this often largely depends on us.

How is the professional figure of a graphic designer evolving? Is it changing the way you work?

It has changed and is continuing to change. The various design environments are becoming more complex and are organized in a network model. A graphic designer working individually and disconnected from other disciplines, people, contexts, and cultures is unthinkable nowadays. The most innovative projects are carried out by multidisciplinary and multicultural teams. Unlike ever before, people should be the focus of projects; a strong capacity for dialogue, sharing and systemic vision are indispensable for this profession. It all depends on the type of job that you want to do, but in any case integration is the basis. Many of the communication projects that I consider interesting today, are not by graphic designers but by philosophers, sociologists or urban planners. Many of the management projects I most admire are not by economists but by designers. How has this work changed? I don’t know but it has changed completely. As one of my friends and colleague wrote: “We are the tender professionals of the future”

Tommaso Monaldi

Design X. 10 years of design at San Marino Republic University, looking at the next 100 years.

“Don’t design for designers, design for people.”

There aren’t any designers who design for companies, for institutions,

for non-profit organizations, for museums. Design is for people only.

Invisibile World Visualization workshop for Loccioni Group,

with the participation of some Universities.

Tommaso Monaldi

I’m always looking for opportunities to meet and learn.

Wherever you want.

+39 328 85 97 273USA +1 (650) 335-5830

info@tommasomonaldi.it

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