"There are designs, and icons. The well-known duo of genius creative directors at Hipgnosys Mr Storm Thorgerson, and Mr Aubrey Powell, as well as Jony Ivy at Apple, the artists Lucio Fontana, Magritte, Piero Manzoni, Alighiero Boetti, Salvo, the architect Zaha Hadid, Mario Botta, the photographers Nick Night, Henri-Cartier Bresson, David LaChapelle, Helmut Newton, and many others, have been of great inspiration in my work, they have taken our society to a new level of consciousness, and self expression that make important steps in the evolution of humanity." – Elena Arzani
I've always been passionate about the world of visual communication, collecting Magazines from around the world since my early years. As a natural consequence to my multiple subject background and my attitude of placing a diversity of experiences and views in dialogue with one another, plus my interdisciplinary lateral thinking and inquiry, I have become a creative practitioner, and nowadays I hold a Master Degree in Arts, having followed the course in Applied Imagination at Central St. Martin's, UAL, London. As Art Director I am responsible for visual communication. According to the kind of project I am working on, this means that I am involved both in the creation of layout, design style and images for magazines, catalogs and other printed materials, interiors/shops, corporates, and brand identity, urban designs/city decorations, product packaging, and video productions. While ensuring the creation of brand identities, and designs respectful of the brand's heritage of established brands, I keep an open eye to innovations, delivering products by a heightened sense of style and perspective. Being a creative person, an expert in media communication with transferable skills, my best ability is to identify the particular aspects that can make either a company or a person, unique. I create the overall design, and strategic approach to the subject, analyzing the market trends, as well as fostering the promotion of culture. I then guide the graphic designers and copywriter, as well as other people involved in the project, through different stages from the development of artworks or layouts, to photo shootings, video production, and advertising campaigns. Working in close collaboration with marketing, and digital departments towards the final execution of the project and its launch into the market. This task involves planning both web/social networks visual strategies and promotional campaigns. In my methodology, the research plays a key role, and I nurture a positive hunger for knowledge, I am keen on new technologies, which I often include and implement in my projects. Visual Identity is a powerful tool to shape cultures, like the Italian artist, Giorgio Gaber, once wisely said:
"There are two kinds of artists: those who are satisfied by earning some cash,
and those who want to make history".
Likewise, there are designs and icons. I personally seek opportunities to challenge the status quo.
My areas of expertise are Publishing Houses, Advertising, Contemporary Arts and Photography, Design, Fashion, and Music.
Among my Clients/Collaborations:
Value Retail, Fidenza Outlet Village, Giancarlo Politi Editore publisher of Flash Art Italia + Flash Art International, Trevi Flash Art Museum, Flash Art Fair, Art Diary, TuttoRock, IAT Fidenza, Federazione Italiana Moda, NABA, Leo Burnett, Publicis Group, Omnia Store, Vodafone, Star, MundoCom, Republic, DeN Store, PFT System Vetriebs, Trevi Flash Art Museum, Flash Art Fair, Regione Lombardia, Zurich Insurance, BPM, RAS, Nuova Maa, Arcoshop, Helvetia Insurance, Unison, and more.
ART DIRECTOR | PORTFOLIO IN BRIEF
“Everyone has the right to doubt everything as often as he pleases and the duty to do it at least once.
No way of looking at things is too sacred to be reconsidered. No way of doing things is beyond improvement.”
Edward De Bono