• AC Milan
    Milan, Italy

    Service
    • Art Direction
    • Graphics
    • Illustrations
    • Consumer products design
    • Packaging
  • Challenge
    New global Licensing Style Guide for the AC Milan soccer club brand.
    Focus on expanding the range of products for all brand shops, exploring different target ages and untapped areas particularly female fans, new mom and teenager.
  • Credits
    Art Direction: Angela Domenici
    Graphics: Mara Damiani & Angela Domenici
  • Outcome
    New images that deliver the iconic heritage of the brand for 4 different market targets — Infants, Children, Pre-teens, teens and Adults.
    New visual language rooted in the brand values.
    Official products packaging.
    Licensing Style Guide with all graphics and directions for the new asset usage on consumer products development.
Impact
Increased revenue.
Increased customer loyalty.
Increased repeat purchases.
Increased customer approval rate.
Attracted new clientele.
Facilitated official product recognition and top-of-mind recall.
Opened new licences opportunities.