Dynamic brand

This book was born out of a passion for design and for humanity and it tells the personal story of Emanuele Cappelli, Designer and Professor who, through research begun in his studio in 2010, presents the Dynamic brand method as an approach to contemporary integrated communication. A method born and raised thanks to being alive and curious, experimental, sometimes losers and sometimes winners. The Dynamic brand mission is to live design in its cultural and shared meaning, in transformation to preserve its values.
The book presents the methodology and several case studies. Dynamic brand tells how new media have changed the way companies and institutions communicate brands, transforming their goals more and more towards the humanisation of commerce. As a result, the reader finds himself immersed between design and corporate strategy with the aim of creating authentic relationships between the brand and people. The story of the development of the Dynamic brand is linked to the story of Cappelli Identity Design through the voices of Emanuele Cappelli, founder of the studio, and his team. 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. Preface by Steven Heller (School of Visual Arts, New York). Introduction by Betti Marenko (Central Saint Martins, London).