Voices

Beyond the Holiday The word vacation derives from the Latin vacuum: an empty space, an interval between two moments. Not necessarily an absence of activity, but a time to inhabit through meaningful experiences. The Romans distinguished between these two dimensions through the concepts of otium and negotium. It is what Domenico De Masi describes as the “taste of a break” in The Creative Leisure (1995): a time when well-being, culture, social interaction and discovery become essential to quality of life. This is the context in which the leisure meta-sector emerges, driven by the growth of the so-called quaternary sector and its focus on services, experiences and the value of free time. Food, wellness, culture, mobility, entertainment and hospitality form part of a single ecosystem, responding to an increasingly widespread need: to make time away more meaningful. Leisure and longevity As life expectancy continues to increase, this transformation becomes even more significant. Living longer is no longer enough; the challenge is to live better. The concept of longevity expands the very meaning of leisure, extending it beyond holidays to encompass every stage of life. Wellness centres and preventive healthcare facilities — such as Lucia Magnani Health Clinic — together with services and environments designed for an ageing yet increasingly active population, demonstrate how leisure is becoming a space for care, personal growth and quality of life. For brands, this means designing experiences that respond to new expectations while building lasting relationships with increasingly informed and conscious people. Leisure as a Brand Identity Strategy Leisure provides a particularly fertile ground for brand identity because a brand is more than a visual mark or a coordinated system of touchpoints. It is an ecosystem of values that takes shape through every interaction across space and time. The relationship with a brand unfolds continuously across physical and digital environments. As with Frecciarossa, it begins with searching for and purchasing a ticket online, continues throughout the journey in every detail—from the onboard environment to something as small as a refreshing towel—and extends beyond arrival at the destination. Environments, wayfinding, spatial design, materials, services and digital platforms all contribute to building a coherent narrative. Recognition is not created by the repetition of a visual identity, but by the ability to interpret every context through the experience of the people who engage with it. This perspective goes beyond the conventional notion of place identity. From a destination’s cultural offering to hospitality, from food to mobility and even healthcare, every element contributes to shaping the perception of a place and its identity. Leisure thus becomes a lens through which to understand complex ecosystems, where every experience strengthens—or weakens—the perceived value of both a place and its brands. From Leisure to Lifestyle The evolution of leisure ultimately leads to a broader understanding of lifestyle. At a time when ideological affiliations play a diminishing role, it is everyday behaviours that increasingly define individual identities. People choose brands, places and experiences that reflect the way they aspire to live. As a result, brand identity no longer serves simply to differentiate an offering. It creates desirable worlds that shape behaviours and foster a sense of belonging. It is within this still largely unexplored space that we see one of the most significant opportunities for the future of contemporary branding.

Il Sole 24 Ore – Sunday, June 14, 2026 An article by Antonio Romano. Between the late eighteenth and early nineteenth centuries, brands did not yet know they were brands. They were labels displaying the name of the product and its manufacturer. Their primary function was simply to distinguish one product from another. Yet it took only ornate lettering and a few decorative elements to create an unexpected effect: the label became the product’s memory, giving rise to the earliest form of customer loyalty. The evolution of branding has been built upon this premise. The contemporary brand bears little direct resemblance to its original label. Today, it is a promise of value that extends beyond the logo and beyond the act of selling, shaping experiences, building communities, and fostering a sense of belonging. A brand signals something intangible, something that engages and remains connected with its various audiences in order to create its own world. This seems to be its true purpose: shifting the focus from “what we do” to “why we are here.” It is therefore clear that design, in all its forms, is the most effective means of representing a brand’s universe. Whether rational or emotional, design becomes a non-verbal language capable of generating impact and, in turn, fostering empathy, trust, and authority among diverse audiences. All of this happens in a remarkably short span of time, reflecting the limited attention available to twenty-first-century individuals, immersed as they are in an overcrowded communication landscape, both physical and digital. It is precisely this historical context that has shaped some of the defining characteristics of contemporary branding. The internet changed everything. By removing physical and geographical barriers, the web triggered an exponential growth in the number of brands present in our daily lives: today, more than 93 million trademarks are registered worldwide (WIPO, 2024). A glance at Amazon’s homepage or an Instagram feed is enough to understand the scale of this phenomenon. As a result, brands are compelled to pursue greater simplicity in their representation in order to reach audiences instantly. Fewer messages and fewer visual elements are required to communicate more powerfully, especially within the limited space of a smartphone screen. The internet, and social media in particular, has also broken down the barriers between people, creating the illusion of greater proximity and placing individuals at the center of the conversation. The spotlight, once occupied by the product, now belongs to the person. Brands are engaged in a continuous dialogue with their audiences, striving to understand, involve, and persuade them. As a result, community has come to prevail over individuality, with significant implications for the design of brand identity itself. It is no longer enough to endlessly replicate a logo, nor is it useful to mark every asset belonging to an organization. What matters today is making visible the world to which that organization aspires to belong and the values with which it chooses to identify. Another aspect, closely related to this shift, concerns algorithmic systems and artificial intelligence, both of which have restored the primacy of language over the visual dimension that dominated the twentieth century. Before encountering a logo, we now enter a brand’s world through words: the words we use to describe what we seek to search engines and AI systems, and the words that, through a name, identify the entity that responds to that request. In this sense, the brand returns to being a symbol in its original meaning: an object divided into two parts that, once reunited, generates recognition. From this encounter, a story emerges. The symbol becomes a myth—that is, a narrative rich in meaning and values. The brand thus rediscovers the essence of the term mythos: originally meaning “word,” then increasingly “story,” until arriving at its contemporary sense of a “memorable reality.” Another aspect, closely related to this shift, concerns algorithmic systems and artificial intelligence, both of which have restored the primacy of language over the visual dimension that dominated the twentieth century. Before encountering a logo, we now enter a brand’s world through words: the words we use to describe what we seek to search engines and AI systems, and the words that, through a name, identify the entity that responds to that request. In this sense, the brand returns to being a symbol in its original meaning: an object divided into two parts that, once reunited, generates recognition. From this encounter, a story emerges. The symbol becomes a myth—that is, a narrative rich in meaning and values. The brand thus rediscovers the essence of the term mythos: originally meaning “word,” then increasingly “story,” until arriving at its contemporary sense of a “memorable reality.” Ultimately, the contemporary brand brings together the visible and the invisible. Building its representation is no longer solely an act of design; it is the outcome of a process that integrates research, analysis, and strategy to understand what a brand can say and how it can say it authentically. Design itself extends beyond the visual dimension, embracing sound and scent as well, because engagement increasingly unfolds on a multisensory level. The brand experience is no longer confined to what people see, but encompasses what they hear, feel, and remember.

The rebranding of a law firm is a moment of identity synthesis, strategic alignment, and redefinition of its relationship with clients and the market. In the case of Improda, entrusted to Inarea, the process stems from an internal evolution of the firm and develops into a broader reflection on communication, consistency, and trust.We discuss this with Alberto Improda, founder of Improda Studio Legale, a firm active for over thirty years and now structured as a multidisciplinary group serving businesses. What needs led you to the rebranding? The need stemmed from a very concrete step: at the beginning of 2025, we expanded the partnership by bringing in professionals who had been working with us for years. It was a moment of natural growth, but also a symbolic one, and we felt the need to visually represent this new phase. Alongside this, there was a more structural need: over the years, the firm had evolved into a complex group, complementing its legal practice with business advisory services. However, this growth had taken place unevenly, with different visual identities. The rebranding therefore became an opportunity to create a unified and coherent image for entities that, while working together, presented themselves in a misaligned way. Rebranding is a process of synthesis: what did you learn from revisiting your identity? It was far more complex than I had imagined. I initially thought it would be a purely technical intervention, but it turned into a true process of introspection. The dialogue—both internal and with Inarea’s professionals—led us to articulate values and visions that we had never fully clarified before. Differences in perspective also emerged: on one side, more traditional approaches; on the other, more innovative views. The goal was not to find a compromise, but an authentic synthesis. The final outcome—a master brand capable of bringing together legal practice and advisory services—reflects this awareness: we are a single entity, with different yet integrated competencies. How important is it to manage a law firm’s image in a coherent and strategic way? It is essential. The rebranding helped us not only present ourselves more effectively, but also work more efficiently. Previously, when a client required services beyond strictly legal ones, the transition to our advisory company could create uncertainty. Today, thanks to a unified identity, this transition feels natural. At the same time, we chose to rely on professionals for managing our communication, particularly on social media. Here as well, the key word is consistency: gradual growth, without shortcuts, in full respect of the firm’s reputation. What does it mean to build trust in a law firm through branding? Trust is central—it always has been in the legal profession, and today it is also a key element of branding. Trust is built through consistency: if a brand makes a promise, it must uphold it over time. This is what makes a firm credible in the eyes of its clients. Looking at recent cases, it is clear how the perception of consistency—or inconsistency—can make a decisive difference. For a law firm, this means aligning communication, values, and professional conduct. The brand is not a superficial layer; it is the visible expression of what the firm truly is.