Fabio Santambrogio
2024 – on going
The brand identity for designer and art director Fabio Santambrogio was developed to reflect his personal and professional journey of transformation. The visual system embraces imperfection as a core value, narrating an authentic and ever-evolving design vision.
Fabio Santambrogio is a Milan-based designer and art director. He worked with Studio Patricia Urquiola for more than a decade, eventually becoming an Associate Partner. In 2024, upon launching his own practice focused on the hospitality, fashion, and design sectors, he partnered with us to define his new visual identity.
The project emerged during a period of personal and professional transformation, marked by a medical challenge impacting his visual perception. This realization led to a visual identity that embraces imperfection as a narrative value, aligning with Fabio’s core belief that “Every moment is a new beginning” (T. S. Eliot).
Our design is based on a subjective view of reality, recognizing that our observations do not reflect absolute truth but are influenced by individual perception.
LL Riforma typeface by Norm (↗︎) was selected as the primary typographic voice for the brand due to its simplicity and clarity.
The logo is constructed using a vertical and horizontal breakdown of the letters, aiming to maintain legibility while highlighting the channels of human binocular vision.
“What is particularly compelling […] is that […] our observations do not reflect an absolute truth. Instead, everything is subjective and open to varied interpretations by different individuals. There is no single, universal truth; what one person may view as a flaw can be seen quite differently by another. This understanding invites us to embrace the richness of diverse perspectives, reminding us that our realities are shaped by the unique lenses through which we each observe the world.”
This approach allowed us to create a visual identity representing the essence of the genius loci and Fabio’s continuous personal and professional evolution.
To support Fabio’s vision, we created a grid system that links multiple pieces of content together, forming an additional narrative layer as they complement each other.
