Dynamic brand. The new methodology of brand communication
The SKIRA publishing house has published a new book, with a preface by Steven Heller (SVA New York) and an introduction by Betti Marenko (Central Saint Martins, London), which tells the personal story of Emanuele Cappelli, designer and university lecturer, creator of the Dynamic brand method.
Born out of an analysis of today’s market and the search for a method capable of restoring the value of contemporaneity and the centrality of the concept of identity, Dynamic brand is the method theorised and applied by the Cappelli Identity Design studio, taught at universities and national and international academies of graphic design.
Dynamic brand tells how new media have changed the way companies and institutions communicate their brand, transforming their objectives more and more towards the humanisation of commerce. The book presents methodology and case studies, in a story that ties in with the history of Cappelli Identity Design through the voice of Emanuele Cappelli, founder of the studio and the team.
As a result, the reader finds himself immersed between design and business strategy with the aim of creating authentic relationships between the brand and people.
Founded in 2010 by Emanuele Cappelli, current CEO and creative director, Cappelli Identity Design is a design and strategy studio that operates worldwide from its two offices in Rome and Turin, with multidisciplinary, highly technological and surprisingly creative projects.