The goal
Tell the story of company welfare plans through a message that is institutional but not bureaucratic, informative but not technical — capable of speaking simultaneously to businesses, workers and public stakeholders. Communicate the deeper value of the initiative: improving the quality of work and internal relationships within organisations.
Our response
Identify a common, accessible and institutional language capable of evoking care, attention and responsibility. Build a narrative system that presents welfare as a “mark of distinction” of a company that invests in its people — not as an administrative technicality. Content, visual assets and media executions were all built on this shared foundation.
A single creative direction holding strategy, creativity and production together
The concept “Una buona azienda la riconosci subito” (“You can always tell a good company”) encapsulates a specific vision: there’s no need to explain what welfare is — just show what it produces. The entire creative system — visual, tone of voice, outdoor advertising, digital content, institutional materials — revolves around this message and makes it coherent in every format. A warm, legible and impactful campaign that unites three different audiences through one promise: welfare is a quality indicator, and quality in everyday life “shows”. Specific executions included concept and visual system with Tuscany Region’s consistent colour palette and institutional typography; OOH maxi posters and street formats; radio spot; video format production and short clips for social and institutional platforms; editorial materials including slides, information toolkits and operational factsheets for businesses and stakeholders; and web and social executions including banners, informative series and card formats.
From strategy to visual system:
