As a brand strategist, my role is to help brands and organisations define who they are, and to design the most effective creative platforms to connect them to their audiences.
“Break Through at Johnson & Johnson”
Brief: Develop a communications campaign for the J&J Employer Brand that delivers on the Enterprise True North and is aimed at the most skeptical audiences to reframe top talent’s perceptions of J&J and persuade them to try to join the company.
Challenge: J&J is perceived as an ‘old school dinosaur’ –traditional Baby company that’s not even “in the game”.
Opportunity: to counter perception with reality: J&J is disrupting itself & the industry and today’s top talent needs to know that so they put J&J in their preference set.
Federico is a clever thinker with an unbiased take on modernity. His work is always inspiring and grounded by solid basis and research. Beside that, he is a very nice person, with an innate attitude towards team work.
Head of Creative Works, Google
Brand positioning & place making strategy
Pembroke Real Estate commissioned us to create an identity for a new mixed-use development in Stockholm’s central business district.
As the project developed, we realized it needed more than a name above the door. We developed a place-making strategy designed to transform a forgotten commuter thoroughfare into a new destination for Stockholmers -appealing to the city, to business, stakeholders and the community.
“Hästen21″ became a progressive and pioneering building, community driven and deeply connected with the culture around.
Federico is a talented planner. He´s passionate, curious and always interested in discovering new perspectives – even meeting him at the coffee machine can lead to amazing inspiration. Federico takes things at heart and strives to make projects reach the next level. And if that wasn´t enough, he´s also a really nice guy to spend time with and one of the best dressed planners I´ve ever met 😉
Creative Director, Apple
Countryside manure for urban farmers
REAL SHIT is a groundbreaking brand of countryside organic manure for urban farmers and culture hackers.
We challenged the rules of the hobbyist fertilizers market creating the first ever lifestyle brand of manure . With such a powerful brand and narrative, we were able to get the media attention (+300K earned media), partner with artists such as Maurizio Cattelan and Laurina Paperina and distribute our products via concept stores and high-end retailers all over Europe.
*I also happen to be the co-founder
Federico is a joy to work with. No matter what the project, he will approach it with incisive analysis and a collaborative attitude. He has a huge bank of knoweldge so is always able to draw on this to build on new ideas and think in different ways.
Fashion Director, Telegraph Media Group