MM Company

In our journey we’ve interfaced with companies that needed, more than just a designer, someone to take the reins of the company from a creative perspective. Creating a beautiful product, merely imposing our taste, would be relatively simple
but not strategic. MM’s challenge is rather to create a design that harmonizes with the company’s DNA, capable of relating a storyline that’s cohesive and clea

rly distinguishable from any other. Whether organizing or reorganizing a company, from the
creative perspective it means identifying and reinforcing a common and unique thread that links the various representative components: product, corporate image, catalog, website, packaging, point of sale decor and trade fair stands. We’ve realized
that this cross-platform management is our strong point. The role of creative director is not necessarily that of the revolutionary: in many cases they simply put – or restore – the ‘icing on the cake’; in other cases they enhance aspects that the company had downplayed. New packaging, new ways of showcasing products on a website or of telling their stories through social networks can make a difference. Creative direction extends beyond art; the concept of art refers to the unconscious, to free and pure expression of ideas where the brakes are applied less. Creativity is rather something that is focused; the operational boundaries stimulate action, which makes us rational interpreters. At MM we start from a careful analysis of the company, which allows us to operate only when we’ve come to a point of complete synthesis with the company: how it works, how it’s organized, its production and commercial capacity, where, what and to whom it sells. This in turn elicits a research phase for the company’s essence, working to identify the company’s boundary markers. This is followed by the purely creative phase, in which the effort is directed towards broadening the spectrum of action, pushing into new, unexplored frontiers, then readapting those to the framework. For us the pay off is: “frames within the frame” or diverse frames within the context of our frame. All of our projects have an intentionally serial style, because the suit we tailor for our customers is strictly made-to-measure. Behind a creative project, or a product design, there is in-depth research: the client, the dealer, shipping, packaging ... A kaleidoscopic analysis that goes beyond the simply beautiful.