A studio specialised in strategy and writing, devoted to the culture of design in all its forms. We shape ideas into words and create editorial content for brands and institutions that have something meaningful to say.
01.1 – This text has been written by a human. Two humans, to be exact. But don’t get us wrong, we have nothing against machines, quite the contrary: we both spend most of our days glued to one.
(a) glued to one. It’s actually good for us. Reflexology is based on the idea that applying pressure on different points on the hand can stimulate other parts of the body.
01.2 – We simply believe that every form of writing requires purpose, method, and a good ear – the same ear that knows a clean high note from the screech of tires.
(b) note. Japanese soprano Chihiro Tono improvises the brindisi “Libiamo” taken from Giuseppe Verdi’s La Traviata, off the coast of Sestri Levante, near Genoa.
01.3 – They say we live in the era of images, and yet we have never been as saturated with writing as we are today. Words overflow, from Instagram posts to billboards slogans, from long-form magazine pieces to those manifestos outlining a worldview in ten points. And even if you can’t see it, writing is behind every video, podcast and speech.
(c) images. Every day, an estimated five billion photos are taken around the world. This is the premise behind “24 Hours in Photos”, by Dutch photographer Erik Kessels.
01.4 – Words are like compasses – they help us find our bearings in our beliefs, goals, and the personality and ideas that make us unique, or interesting at least. Once these foundations are in place, getting lost is almost impossible.
(d) impossible. The Guugu Yimithirr, an Aboriginal people of Australia, use the four cardinal points in everyday life. When making room on a sofa, instead of “Can you move over a little”, one might say “Can you move a little to the south?”
01.5 – Writing informs and captivates, explains and persuades, illustrates and provokes. It creates something that wasn’t there before and gives it life. It’s a task best left to people like us, who believe words are never just page-fillers, sedatives, or weapons, but the most important tool we have to understand each other.
(e) people like us. Cosimo Bizzarri and Lisa Cadamuro
A selection of recent projects and collaborations.
We have been working with Benetton Group and its brands, United Colors of Benetton and Sisley, for several years as writing and storytelling consultants. We develop communication strategies, shape creative concepts, and write and edit a wide range of content – from press releases and ad copy to company profiles, in-store messaging, sustainability reports, and social media posts.
Poliform is one of the most established names in Italian design – a brand with a clear, consistent voice and image. Since 2018, together with Apartamento Studios, we have been handling their corporate communication and special projects such as the Poliform Books and Contract Books.
As strategists working with London agency Livity, we ran qualitative research and analyzed quantitative data on Italian teenagers’ online behaviour and engagement with new technologies, including AI. Combined with findings from six other European countries, the insights gathered helped shape The Future Report, a Google project that gives teenagers a say in the future of technology.
Read the reportSince 2022, we have been working as managing editors of Inspirations, the lifestyle magazine curated by Apartamento Studios and published by V-ZUG, the Swiss premium appliance brand. For Inspirations, we have interviewed chefs, designers, researchers, winemakers, and artists, telling the story of the company from multiple perspectives. We also handle their press releases, video scripts, and event and web copy.
Together with P-S Consultants, we redefined the identity and tone of voice of Milanese design brand MDF Italia through an extensive process of refinement and alignment. The process led to the creation of a new tagline, the concept for a corporate video, and the storytelling for the company profile and a new series of catalogues.
Selle Royal Group, an ecosystem of iconic cycling brands, asked us to shape a unifying brand voice that could speak for the entire group. After a year and a half of work, we finalised a tone of voice manual, which in turn led to the writing of a brand manifesto, the copy for the corporate website, and the company’s first sustainability report.
For Marsèll – one of the most compelling footwear brands on the contemporary scene – we first defined a consistent and distinctive tone of voice, then adapted it across the brand’s digital channels, including its editorial platform Forma.
In 2019, Allianz Real Estate began the redevelopment of its historic headquarters at Corso Italia 23 in Milan. Together with UK agency Something More Near, we curated a pop-up exhibition inside the construction site. Through objects, data, video interviews, archival images, and illustrations, the exhibition highlighted the building’s role in the transformation of the neighbourhood and the city. Five years later, we wrote the script for and produced a video to celebrate the completion of the project.
In 2022, studio bruno asked us to curate the texts for a volume marking the 150th anniversary of the estate founded by the Brandolini D’Adda family in Vistorta, Friuli – now known for producing exceptional wine. The book journeys through the estate’s vineyards and photo albums, its villa and wine cellar.
Incalmi creates multi-material objects in collaboration with some of the most interesting artisanal workshops in Italy. Together with the agency Consilia, we developed a communication strategy that shifted the focus from production to inspiration and brand culture, in line with the tagline Objects of Culture. We then curated a digital magazine, which later led to Incalmi’s first book, dedicated to metal.
For Kerakoll, a long-established company in the building materials sector, we developed the launch copy for the Color Collection – a line of colors and textures for the home. We worked alongside Studio Blanco to bring the project to life, from scripting video interviews and tutorials to writing press releases and cooordinating content for the launch event.
Maison Margiela needed a resource to share the brand’s history and values to both new and long-time employees. Together with Studio Blanco, we helped define the content of the brand bible and wrote the copy for one hundred posts divided into six categories, published weekly on a private, internal-use Instagram account.
Alimonti, Allianz Real Estate, Artissima, Benetton Group, CC-Tapis, Centro Conservazione e Restauro “La Venaria Reale”, Centro Pecci, Crash Baggage, Exteta, Filippo De Laurentiis, FOPE, Google, Incalmi, Kerakoll, Luce&Light, Maison Margiela, Marazzi, Marsèll, Max Mara Fashion Group, MDF Italia, Moleskine, Nardi, Poliform, Selle Royal Group, Spotti Milano, Tacchini, Visionnaire, Vistorta, V-ZUG, 70Materia, and many more.
We are two copywriters who come from outside the traditional agency circuit. That’s why we approach the challenges of contemporary communication by putting language at the heart and drawing on methods inspired by the worlds of journalism and culture. We work with studios and companies – mainly in the fields of design and fashion – and draw from an international network of researchers, writers, copyeditors and translators that assist us in making our projects a reality. Over the years, we’ve taught courses in branding, copywriting and storytelling at universities and schools in Italy and abroad.