AMORINO

When I joined Amorino, the brand was experiencing a period of rapid international expansion and needed to support this growth with a stronger, more premium, and perfectly consistent brand identity globally.

The challenge was to harmonize the customer experience across all touchpoints—packaging, retail, digital, communication, and in-store experiences—in order to enhance brand desirability, support the development of the international franchise network, and ensure seamless execution across all markets.

In this context, my role was to structure the Creative Department, define a 360° brand vision, and lead the rollout of a brand identity capable of sustainably supporting Amorino's international growth, innovation, and commercial performance.

The challenge was to deliver a seamless, consistent, and premium customer experience across all brand touchpoints—packaging, stores, digital platforms, communications, and in-store experiences—in order to enhance brand desirability, support the growth of the international franchise network, and ensure outstanding execution in all markets.

This approach also aimed to solidify the brand's international identity, ensure perfect consistency across all communication channels, and sustainably support Amorino's growth, appeal, and commercial performance.

In this context, I defined and led the overall creative strategy, structured the organization and processes of the Creative Department, and then deployed a 360° brand identity capable of sustainably supporting Amorino's growth, international development, and global reach.

By aligning creative excellence with the company's strategic objectives, I implemented a consistent, evolving, and distinctive brand experience across all markets and touchpoints, thereby contributing to strengthening brand equity, customer engagement, and business performance.

2022 - 2025