Art direction for HYLEtech, spanning naming study and brand philosophy development to collection design. A design approach combining theoretical research, strategic vision, and visual expressiveness, where every detail, from installations and display design to product design, contributes to creating a cohesive and pervasive brand identity. The journey developed in close synergy with the company, drawing on authorial contributions from Lorenzo Chiuchiù for text composition and Simone Scimmi for graphic design.