Co-creation of a brand identity

Context
Loro Piana, Italian company specialized in luxury goods and part of the French multinational conglomerate LVMH, contacted us to engage different stakeholders in the creation of a logo for a five-year ERP (Enterprise Resource Planning) project.

Process
We designed a one-day workshop at Sella Lab, with a series of group activities to give participants an initial understanding and a common language on brand identity and graphic design. Then, we guided them in the development of a logo, name and payoff for the ERP project: two of the five proposals were shortlisted through a voting process, leading to their development and finalization, before the final decision.

Solution
Once the winning logo has been chosen, we refined the project finalizing the details and preparing a series of adaptations for different occasions.
Unique: sewing the future is the outcome of the participants’ collaborative work, from the reasoning behind the project to the definition of its requirements and the final outcome. The identity is linked to the brand’s core business through three wool threads, intertwined and coming out of a needle’s eye.