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sara_bigazzi__cesare_griffa__pamela_pelatelli
branding design (portfolio 2k9)
branding design index

intro p.07
retail p.09
exhibit p. 29
competition design p. 47
projects credits p. 63

 intro 
Branding Design is:
a portfolio of works developed in 2009 by sara bigazzi, cesare griffa and pamela pelatelli.

Branding Design introduces:

brand strategy methodologies in the design approach.

Branding Design triggers:

the border between matter and service.

Branding design applies to:

public spaces, retail spaces, urban developments, small scale objects, design related events.

Branding design merges together:

advanced technologies, freeware concepts, and simple materials browsing unexpected territories.

 retail 
(liv’in de’ longhi store - 2009)

BRIEF: to build the retail brand for De’ Longhi group, and to design the store space and communication

BRAND VALUES: italian lifestyle, tradition, home feeling

CREATIVE CONCEPT: “the italian home-style”

DESIGN APPROACH: an integrated communication and space layout is designed to introduce a new
product display logic alternative to the classical product-category system.

OUTPUT: the store furnitures define a pathway that brings the client through a series of domestic
spaces (entrance >> kitchen >> dining room >> living room >> guest room >> laundry) identified by a set
of communication elements (photograph, wallpaper, head-line, body-copy).
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Liv’In De’ Longhi store
11
 “vision” area + the 6meters table
12
the store, from back to entrance
13
14
the cashier area
15
 living Liv’In: entrance + kitchen machines area
16
living Liv’In: kitchen machines area (detail)
17
18
living Liv’In: gifts area
19
20
Liv’In store layout
21
22
Liv’In furnitures catalog
23
24
Liv’In visual identity system
25
26
Liv’In instore communication system
27
28
 exhibition
(dora profonda - architecture students exhibit - 2009)
29

BRIEF: to animate a specific Turin neighbourhood through the delivery of an exhibition of architecture
students works in a former red-light-movie-theatre

BRAND VALUES: cultural vitality, charm of degradation, “ob-scenity”

CREATIVE CONCEPT: “the peep show”

DESIGN APPROACH: a 25-students-workshop investigated five topics (curatorship, exhibition design,

sound&light design, graphic design, promotion) to design and build a physical installation with its viral
communication system.

OUTPUT: 3,500 cardboard pipes; 4 exhibitions areas; 5 video-clips; 4 sound-tracks; 28 students

projects; 10,000 free-cards; 2,000 posters; 1,154 facebook fans; 5,310 blog-contacts; 1 round-table; 700
people at the opening party; 1,500 visitors in 10 days.
30
mounting the 3,500 cardboard pipes exhibit installation
31
32
mounting the 3,500 cardboard pipes exhibit instal-
lation 33
34
the 3,500 cardboard pipes exhibit installation
35
36
the 3,500 pipes exhibit installation
37
38
opening event (the party)
39
40
opening event (the round table)
41
42
Dora Profonda marketing material
43
44
dismounting the 3,500 pipes
45
46
 competition
(lavender lake - suckerpunch - 2009)
47

BRIEF: to conceive an art center in Brooklyn (NY) - the Gowanus canal area – answering to an idea
competition call.

BRAND VALUES: environmentally politically incorrectness

CREATIVE CONCEPT: “the toxic body”

DESIGN APPROACH: starting from a context analysis, a site disvalue (pollution) has been transformed
in an added value through an action addressed to improve social awareness.

OUTPUT: the proposed architecture is defined by a fluid dynamics software modelling procedure,
in order to modulate the space as a fluid matter creating the conditions for the formation of a social
movement embedding art and environmental issues. (competition results: honorable mention)
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competition panel #01
49
50
competition panel #02
51
52
aerial view
53
54
interiors of the labs
55
56
street view
57
58
interiors of the coffee shop
59
60
oil spill pattern investigation
61
62
 projects credits 63

Liv’In De’ Longhi Store

client: Elle srl (De’ Longhi group - treviso, italy)
retail design: Cesare Griffa + Francesca Pasteris
comunication concept: Sara Bigazzi + Pamela Pelatelli
graphic design: Andrea Vecera
Dora Profonda
event promoters: Politecnico di Torino + DE_GA spa (torino, italy)
scientific and com directors: Cesare Griffa+ Sara Bigazzi + Pamela Pelatelli
logistic coordinator: Andrea Terranova
staff: Antonio Ravarino + Federico Rizzo + Paola Brusaporci
students:
(curators) Francesca Eandi + Enrica Fantino + Rossana Iantorno + Roberto Locci + Luisa Magnani
(exhibition design) Federica Gomiero + Cinthya Luglio + Roberta Musso + Lara Perino + Luciana
Restuccia + Michele Severini + Micaela Sitzia + Luca Soccio + Ianira Vassallo + Stefano Verrocchio
(light and sound design) Roberto Locci + Amanda Monzani + Davide Vero
(graphic Design:) Giulia Delle Piane + Erika Gulizia + Pietro Leoni + Consuelo Rosso + Stefano Visciglia
(promotion) Luca D’Amico + Alessio Primavera + Roberta Sassone + Andrea Uras
Lavenver lake (suckerpunh.com competition)
client: suckerpunch.com (u.s.)
design team: Cesare Griffa + Davide Guerra + Federico Rizzo
Sara Bigazzi is a communication design consultant, with a multi-year experience in branding, strategic
thinking, and design-related events management. skilled on qualitative marketing researches, she has a
degree in semiotics and advertising.

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Cesare Griffa is an architect and educator. he has been formed @ the politecnico di torino and the
architectural association in london. he works in torino where he also teaches urban design @ the politecnico.

Pamela Pelatelli works as a strategic planner and communication design consultant. she is skilled in
creative writing and brand context analysis. degree in semiotics; she has been working as a semiotic
researcher for communication strategies.
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 studiogriffa editions
via andorno 22
10153 torino - italia
t+f +39 011 8390000
emily@studiogriffa.net
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printed on lulu.com

66 november 2009

authors:
sara bigazzi, cesare griffa, pamela pelatelli

isbn: 978-1-4452-3851-7

© of the book, studiogriffa editions

© of the txt:
sara bigazzi, cesare griffa, pamela pelatelli

© of the img:
luca d’amico (dora profonda), davide guerra (dora
profonda), cesare griffa (dora profonda, liv’in),
pamela pelatelli (liv’in)

© stencil on covers, federico rizzo

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... and grab me!