Ghisamestieri

The story of Ghisamestieri goes back to the XIX century at the beginning of industrial production on the Italian territory.
Though the trademark is recent, the heritage of such a glorious past leaded the company to build a strong reputation in classical urban furniture and street light elements.
With the growth of the company and the expanded global market I was asked to enhance the contemporary products catalogue. Not only through graphic design but producing a wider selection of elements.
It can takes year to build a strong relationship with a company and at the end the result is that every tool speaks the same language and the brand awareness grows exponentially.

In 2003 I proposed the concept for an innovative product for the street lighting system market.

An element that integrates in a lamp-post a litter bin, a flower pot or a small sitting. From the very beginning the feeling was to have found not a simple client but a laboratory where to push forward great ideas that works. The concept was developed in a successful product during one year of collaboration with the Ghisamestieri’s technical department, where I constantly supported the realization tuning.

Yumi, the name I choose for the product (the samurai arch used in the past centuries) has been used in several projects, among them the new landscape design of the Muscat (Oman) promenade.

During the development of Yumi, I used my multidisciplinary design skills to help Ghisamestieri in the revamp of the contemporary design catalogue.
We started distilling Values and Goals to find the better path to follow in the design of a simple but strong logotype and all the marketing tools, such as the new contemporary catalogue.

Because of a lack in the number of new products lines, I proposed to design a low tech lighting system lines, an entire new category of products born using existing element in a contemporary interpretation.

More than ten new elements were born in few months, ready for the Milan International Fair of Lighting System and Street Furniture.

Using Design as a communication tool, among the entire new collections, one product was created with the specific purpose to capture the attention of the media: DonDay.

This small lamp-post uses existing element in the Ghisamestieri classical line to provide a funny and smart way to light urban and private spaces.

The iron hat and a curved pole transform a very old (and quite boring) lighting system in a character.

This Character was the main actor in the exhibition, where I designed the stand for the fair, using Don Day as welcoming object.

A choice that was really helpful to communicate and underline the new approach of the Company in the Street Lighting market.