ImaginareaDaily
For a peaceful 1 May
“The Third World War fought in fragments.” This is how the sum of ongoing conflicts has been described—the highest number ever recorded since the end of World War II.
There are currently 56 situations of armed conflict, involving 92 countries. They have led to the displacement of over 100 million people, and in 2024 the number of casualties reached a tragic record: more than 230,000 lives lost.
It is this discouraging tally that led us to revisit an image we created thirty-two years ago to mark the Peaceful May Day in Sarajevo, a city that became a symbol of the war in the former Yugoslavia. The image was commissioned by the European Trade Union Confederation, which, with the support of the United Nations, had organized the event.
The meaning of the celebration is as simple as it is profound: peace and work are inseparable values.
The image depicts a bricklayer’s trowel in the act of sealing the crack of a bombed wall, while at the same time giving shape to a dove. The symbol of peace thus becomes a symbol of reconstruction—and therefore of work.
The value of consistency
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.
Law Firm: the silent revolution
The evolution of law firms is unfolding rapidly and profoundly through the integration of new organizational models, technological innovation, and increasingly complex market dynamics. In this context, branding becomes a strategic tool to redefine the identity and positioning of law firms. We discuss this with Mario Suglia, for a cross-disciplinary perspective spanning law and the design of relationships.
What have law firms evolved into today?
Today, lawyers are increasingly acting as advisors—proactive figures able to anticipate scenarios and guide clients through strategic legal decisions. This shift in role is accompanied by a decisive factor: technology. Through the systematic integration of tools such as artificial intelligence, law firms are becoming “service platforms” where people and technologies coexist, reshaping processes and capabilities.
At the same time, multidisciplinarity is growing. Lawyers are no longer “isolated” professionals; depending on the area of work, they engage and collaborate with other disciplines—from tax to business advisory. This hybridization naturally leads to aggregation: firms tend to merge and evolve into complex organizations, often structured as corporate entities (STAs—lawyer companies), in order to respond to increasing market complexity.
Today, it is difficult to imagine a solo practitioner remaining competitive. The collective dimension becomes a strategic asset, enabling integrated expertise and greater organizational strength.
How does this evolution connect with branding dynamics?
The key shift is from the individual—where each professional now has their own personal brand—to the group, the firm, and therefore corporate branding. Traditionally, the focus has been on the individual lawyer. Today, especially in corporate contexts, the emphasis is increasingly on the firm itself. This reflects a change in client expectations: not so much a search for individual excellence, but for structures capable of managing complexity.
A law firm’s brand thus becomes the synthesis of a promise: the ability to be reliable, competent, and consistent over time. In this phase of significant transition, it is essential to define the right balance between the master brand—the firm—and the surnames of the individual lawyers who compose it. It is the primary, collective brand that generates trust and builds reputation. This marks a deep cultural shift, still unfolding but ultimately irreversible.
How important is naming for a law firm today?
This aspect, too, is undergoing a crucial shift, marking—also symbolically—the move beyond the traditional model tied to the founders’ surnames. Increasingly, firms are choosing names or acronyms that are independent from individuals and capable of expressing a distinct, enduring identity.
This does not mean diminishing the value of founders or individuals, but rather redefining their role within a broader system. The name thus becomes an element of synthesis and vision: it must be recognizable, distinctive, and aligned with the firm’s positioning. It is a delicate balance, especially in this transitional phase where elements of personal and corporate branding still coexist.
What are the tools of brand identity for law firms today?
Branding now has a multidimensional nature. It is no longer limited to the logo or visual identity, but extends across multiple sensory and relational levels. The visual dimension—and its expression in digital environments, from the website to online communication—remains fundamental, yet new sensory languages are emerging.
For example, olfactory branding is becoming increasingly relevant for law firms, shaping physical spaces as a distinctive element of brand recognition. Similarly, brand languages translated into interior design contribute to building a coherent experience. In addition, firms can leverage sound—through sonic logos and musical themes—as a distinctive marker.
More broadly, branding takes form through consistent moments of interaction that build relationships and reinforce the perception of the law firm.
In essence, design helps make the law more usable, useful, and understandable. Law firms, as active players in its application, are becoming increasingly aware of this in the way they build relationships with their clients.
1946 – 2026: Eighty years young. Happy birthday, Vespa!
On April 23, 1946, the patent for the Vespa was filed—the scooter that would go on to become a global symbol of Italian design and lifestyle.
The project was commissioned by Enrico Piaggio with the aim of supporting affordable individual mobility in a country devastated by the war.
Corradino D’Ascanio, a brilliant aeronautical engineer who had previously developed a helicopter prototype and patented the variable-pitch propeller, approached the challenge by setting aside conventional motorcycle design principles (typically derived from bicycle frames). Instead, he drew on his aeronautical expertise and on surplus components that had become unusable. Until then, in fact, Piaggio had produced military aircraft, ships, and railway carriages.
Thus, the starter motor of radial aircraft engines became the propulsion unit of the new scooter. Similarly, the small wheels with a single side-mounted suspension system were derived from aircraft landing gear.
The true innovation lay in the frame—a monocoque body structure that gave the Vespa its distinctive shape and introduced entirely new user-oriented solutions. The riding position was designed around a “natural” seated posture and did not require the rider to straddle the fuel tank, as on motorcycles. Mechanical parts were enclosed within the bodywork (as in cars), and the front shield protected the rider’s legs from mud—and even in the event of a fall.
In short, it was a revolution: a vehicle designed for ease of use, accessible even to women, as it could be comfortably ridden while wearing a skirt.
The tribute to the Vespa, created by Inarea, dates back to 1997, marking the return of the scooter’s historic name after the “Cosa” phase introduced in 1988.
It consists of 16 images—compositions created by assembling coherent everyday objects to reconstruct the iconic silhouette. The visual grammar is characteristic of Inarea, where “humble” elements of daily life are combined to generate new forms—in this case, the Vespa myth.
These interpretations were met with immediate acclaim, leading Piaggio to turn them into a calendar distributed worldwide, titled “The Vespa 1998 Calendar.” They are still on display at the Museo Piaggio.
Happy birthday, Vespa—eighty years young.
When sport leaves a tangible legacy
The Milano-Cortina Winter Olympics are already in full swing, and the FIFA World Cup in Canada, Mexico, and the United States is appearing on the horizon. Major events that go beyond sport and media visibility: they transform territories, leave behind permanent infrastructure, generate social value, and inspire new generations. We discuss this with Giovanni Valentini, Chief Revenue & Marketing Officer of the FIGC, to understand what truly remains once the spotlight fades.
“What is the main challenge when organizing a major sporting event?
Major events truly work only if they leave a lasting mark. Media visibility is fundamental—broadcasting rights are the engine that brings sporting achievements to the world—but on its own, it is not enough. The real game is played on the legacy for the territory: infrastructure and services must be designed from the very beginning with the post-event phase in mind. A venue cannot be built as a ‘cathedral in the desert’; it must be a living, usable space that is sustainable over time. “This is why sustainability is not a trend but an evergreen: it means creating a concrete and lasting benefit for those who inhabit that territory every day.
How much does the involvement of local communities matter when planning a major event?
It is at the very core. The local area should not just undergo the change, but feel like a part of the project. Collaboration with institutions and citizens is essential, because those works will ultimately belong to them. “And when there is collective endorsement, the project is accepted and truly valued. Milano-Cortina is a case in point: certain infrastructures were shared with the communities from the very beginning, and today they are reaping tangible benefits.
What kind of social impact do major events generate?
Massive. They draw people to sport, especially the younger generations. The Olympics, for example, shine a spotlight on disciplines that receive little visibility during the rest of the year. A single medal is enough to spark emulation: suddenly, everyone wants to take up fencing, rowing, or skiing. Victories are a powerful engine for participation and positive values.
How do you keep public engagement alive beyond major events?
“As mentioned, victories are a huge help, but today they are not enough. The average fan’s attention span has shortened; we all have a second screen in hand. This makes it necessary to tell the story of sport differently, blending it with other worlds: music, cinema, or even influencers to reach those who are not ‘pure’ fans.
Old and new communication tools: how do they coexist?
“The challenge is making them speak to one another. Social media has become the thermometer for communication campaigns, but it doesn’t replace traditional channels. I’m thinking, for instance, of the Football Museum in Coverciano, which remains a physical space for storytelling, memory, and emotion. Today, however, even a museum must be reimagined for the modern age: it’s not just a place to visit, but to live and share. People want an experience; they want to take a photo and tell their story. Iconic spaces, installations, and visual content thus become a bridge between the physical and digital worlds, making people feel part of a wider community.
And what about new technologies like AI?
Artificial Intelligence is an incredibly powerful tool for content, with an impressive quality of imagery. We recently used it to create a greeting video for our fans that played on a key concept: technology can create almost anything, but it cannot invent fan passion. Without the presence of people—in the stands, in front of the screen, within the communities—sport loses its most authentic meaning.
Fairy tales, metaphors, and everyday objects
Calendarea is the editorial project through which Inarea has been telling time for thirty-five years using metaphorical images. It is not a simple calendar, but a narrative device: twelve images that distill visions, intuitions, and a design methodology. A serial story that uses photography and composition as a critical language, capable of interpreting the spirit of the time and transforming it into shared imagination (discover the calendars).
Why a physical calendar in a dematerialized age?
Antonio Romano: It is an analog witness to an increasingly dematerialized world. It is almost an act of resistance! People need to recognize themselves in something: the secret of Calendarea lies in bringing together objects that seem incoherent, which—once recomposed—become familiar. It is a child’s game that also manages to surprise adults. And then, after so many years, it has become something to collect. For many, the calendar is an eagerly awaited story—so much so that I’ve become “the calendar guy”!
Why do metaphorical images work?
Because they start from what we already know. It’s the same mechanism that makes the narratives of Alessandro Barbero and Aldo Cazzullo so effective: they deal with familiar, recognizable themes, but break them apart and explore them in depth, giving us back the pleasure of understanding. Calendarea’s images work in the same way, with one decisive addition: irony. There is always a playful, almost childlike dimension that invites a game of recognition. Everyday objects, recomposed in unexpected ways, generate surprise and lightness, encouraging openness and a deeper reading. They attract us because they are familiar, make us smile because of how they are constructed, and only then invite a more lateral, slower, more conscious gaze. Without surprise, however, they would be mere descriptions—and they would not engage us.
The theme for 2026 is fairy tales: why?
We need hope. Just saying the word “fairy tales” makes eyes light up. We are living in dark times, and there seems to be little reason to believe they will improve anytime soon. Fairy tales therefore become a refuge—but also a truth: fairy tales are true, because they speak of the dreams that keep us alive. This is why we turned to Italo Calvino: fairy tales contain deep, universal truths that explore essential themes, revealing fundamental aspects of everyone’s lived experience. They are a form of storytelling, a kind of cinema that brings together different arts and shows reality through fiction.
Which subjects do you love most in this calendar?
Following every step—from concept to drawing, from mock-up to photography, from post-production to page layout—I can’t really have favorites: in a way, they are all “children”…
Over thirty-five years of calendars you’ve created more than 400 images. How do you imagine the future of these images?
It’s a question we often ask ourselves: how to make the most of—and renew—such a vast and creative image archive. There always needs to be a connection between the subjects and current events. A few years ago, we experimented with a newsletter that linked a Calendarea image to a news event of the day, and it worked very well (discover Imaginarea Daily). The next step will be to involve the audience more, making the narrative less one-directional. The images are there—we just need to keep them alive.
Read also:
Monica Solimeno
Reflections and behind the scenes of the Inarea Calendar