1 strategy. positioning. design. corporate communication. retail. packaging. web everything a brand needs to grow. with love.
2 WHY 45GRADI IS DIFFERENT 45gradi is Italian for 45 degrees, the acute angle, the sharpest one, neither an obtuse and certainly not a straight one. Finding the right angle, sharp enough to cut through the background noise, an angle that astounds, not bores, is what communication is all about. This is our angle and we sharpen in every day. We apply this way of thinking to each step of our creative and strategic process, expressing our clients brand values from the web and through retail outlets, from traditional advertising to packaging and strategy. We do this with seriousness and enthusiasm tight together, with bespoke teams built on client needs and not on agency must. That s a bunch of our last works, from adv to web, packaging,retail, branding just to show you how we are able to dress strategies and words with flesh and blood.
3 Giuseppe Giussani artistic parquet TEATROMANZONI.IT
4 branding BRANDS are made by word-of-mouth. 45gradi s hearing is acute. People talk about the Brand before they mention the product and the more the Brand is distinctive, unique and fascinating, the easier it will be heard. That s why we like to help our clients, big or small, to create Brands that, through intelligent positioning and guidance, can grow exponentially; or those that, through repositioning, renovation or regeneration, can find new appreciation and interest among consumers.
13 BRANDING TONE 7527 U PANTONE 5415 U
14 retail home brand home The more inviting and special your home is, the keener guests will be to enter it. Displaying brand values in the sales outlet is therefore fundamental in developing a continuous dialogue with the consumer. 45gradi can draw from a vast pool of inspired architects, craftsmen and designers who are driven as much by Brand image as plans and slide rules.
20 web Navigating without drowning. When does a Brand break into the web? Never ignore this crucial decision, or leave it in the hands of those who only think of innovative platforms, sophisticated programmes, obsessing over click-throughs, like rain. The web, the social networks and multimedia are always and only the means of expressing Brand values that must be protected at all costs. That s why, over the years, we have selected collaborators who believe in their hearts, as we do, that communication is above all emotion.
27 ADV Traditional but emotional. Advertising is the old economy s queen, the ABC of marketing, the good old one. We love creating it, crafting it, playing with it, to spread our clients values even on the traditional media.
28 ADV 470x975locandinacolonnalatofuochi.indd 1 31/07/13 14:05
29 ADV A5CT right :10 Pagina 1 C M Y CM MY CY CMY K Colori compositi
31 ADV #TeatroManzoni ABBONAMENTI A 8 spettacoli A partire DA 124 I O V A D O A L M A N Z O N I pierfrancesco favino e c ON Me V erranno ANche: TEATROMANZONI.IT TEATROMANZONI.IT edoar DO s y LOs LA b INI LeO p OLDO M A s T e LLONI n E rone - due m ILa anni di cal unnie g IANfrANc O j ANNu ZZO D ebo r A c A priog LIO LEI è ri cca, L a sposo...e L ammazzo! ANNA g ALIe NA MArINA MAssI r ONI AMANDA s ANDreLLI sergio M u NIZ tre s g I useppe f IOreLLO t I tol o I n vi a di de f I n I z I one p I erfrancesco f AVINO servo p E r due L uca b A rba reschi c E rcando se gnali d amore nell uni v E rso s A brina ferilli MAurIZIO MIcheLI signori... LE paté de L a mai son ANTONIO c ATANIA g IANLucA r AMAZZOTTI IL pre sti to INFO: teatromanzoni.it
32 ADV un MonDo che cresce in MoDo sostenibile è possibile. Expo 2015, Milano. nutrire il pianeta, EnErgia per la vita. noi ci saremo. Noi di Intesa Sanpaolo nutriamo da sempre una grande fiducia nel futuro. Crediamo sia importante avere grandi obiettivi, senza perdere di vista neanche una sola persona, perché un Paese cresce davvero se nessuno resta indietro. Ci impegniamo a generare valore, evitando gli sprechi e favorendo la sostenibilità in ogni sua forma. Lavoriamo con le aziende e il tessuto produttivo del Paese, per un mondo migliore da lasciare alle generazioni a venire. Per un mondo possibile. L Expo 2015 è anche la nostra occasione per costruire il futuro che immaginiamo. È per questo, che noi ci saremo.
33 PACKAGING To be desired, first you have to be noticed. According to Proverbs, clothes maketh the man and that is never truer than with products. Because products are chosen more than anything else by appearance, the right clothing is fundamental in influencing choice. An image that can be admired, touched, felt, an image that is created from simple or exotic materials, depending on the strategy pursued.
37 PACKAGING Amakor.pdf 1 06/11/ C M Y CM MY CY CMY K
39 OUR CLIENTS
40 Società di Gestione Risparmio LUSSEMBURGO
41 curriculum vitae
42 marina cattaneo creative strategic director & 45gradi owner Marina has 20 years experience in building brands & adv stories for some of the most recognised clients in the world. She is a creative minded person with a deep passion for Brand Values, Consistency and Personality. She believes that love and beauty will save the world and she fiercely fight every day to produce relevant and outstanding pieces of communication that help brands grow healthy and wealthy. After decades in International Agencies she is firmly convinced that clients deserve more care and she believes that agencies that grow together with their brands will be stronger because of the magic touch of audacity and the power of partnership. Prior to being an agency owner, she has worked at agencies such as JWT Milan, Publicis Group Milan and Leo Burnett MILAN. From 2003 she decided that it was time to build up an agency on her own and started 45gradi Acute Brand Care. A place where brands are nurtured with creativity, passion throughout their growing process, from web to retail, from traditional adv to packaging. She is deeply convinced that a brand deserves pure minds that are not led by business purposes only but driven by pure commitment and strategic love. Client/Project experience ACOMEA SGR, Ariston, Bayer, Blu, Cariplo, CLASSEDITORI, Coca-Cola, Coin, Corriere della Sera, DUNLOP, Fiat, GIOVANNI RANA RESTAURANTS ITALY AND USA, HILTI, LA RINASCENTE, McDonald s, MOKADOR COFFEE, Nintendo, Philip Morris, Procter & Gamble, SCHRODERS, Sprite, Star, TEATRO MANZONI, Telecom, THE WALT DISNEY COMPANY ITALY, VODAFONE, Yomo.
43 silvia grazioli art director & 45gradi owner silvia has 20 years experience in graphic design and branding for international and national clients. prior to owning an agency, she worked for other agencies such as eticoon, sudler&hennessy, genesi and as a freelance for the major groups such as mc cann and leo burnett. The scent of printed paper, the Pantone in all its hues, the weight of the most sought-after papers have always had a magnetic charm for her and while the advent of the online world has taken away some tactile pleasure, it has not undermined the conviction that the materials will also always be fundamental for the creation of an image. In 2003, she decided that it was time to build up an agency on her own and started 45gradi acute brand care. a place where brands are nurtured with creativity, passion throughout their growing process, from web to retail, from traditional adv to packaging. she is deeply convinced that a brand deserves pure minds that are not led by business purposes only but driven by pure commitment and strategic love. Client/Project experience acomea sgr, banca popolare di milano, blu, classeditori, dunlop, giovanni rana restaurants italy and usa, hilti, la rinascente, mokador coffee, omnitel, schroders, teatro manzoni, the walt disney company italy, vodafone, wind.
45 Valentina Ferioli GRAPHIC DESIGNER Often words are not enough and sometimes they are not necessary. This is what has fascinated me about the graphic world. Clear concepts that in a blink of an eye talk about a world that is much more than that small piece of paper/screen they live in. This is what I do and 45gradi is one of those places where you build, plan and learn to love the world that lives beyond what the eye can see. The words to be repeated in your head when something goes wrong? let s have fun, your job gives you the chance to do that! Class 89, my short career starts in 2012 with 45gradi after a degree in communication design at the Politecnico of Milano. Client/Project experience: LA RINASCENTE, GIOVANNI RANA RISTORAZIONE, mokador, ACOMEA, SCHRODERS, BORLETTI GROUP.
46 emilio lenzi GRAPHIC DESIGNER about the world of communication and graphic. See beyond the visible and sometimes create worlds that at first glance did not exist the minute before. After a marketing degree and a three years specialization in art direction and graphic I have approached since two years the world of design and advertisement; during my career, though not a long one, I have had the chance to work for important customers but small realities as well. I have been working for 45gradi for a few months by now, where I am learning to take care of customers and their world under every aspect of communication. Client/Project experience: TEATRO MANZONI, LARINASCENTE, GIOVANNI RANA, MOKADOR, FERRERO, P&G, TELECOM, BANCA PROFILO, ALERION, DIFFUSIONE TESSILE, FERRERO, MERCEDES BENZ, SISAL PAY, ENEL, LEROY MERLIN, EURID, UNIVERSITÀ DEGLI STUDI DI FIRENZE, COMUNE DI PISTICCI, WOOLRICH, ASPESI, GEOX, ZANOBY.
47 paola cosenza GRAPHIC DESIGNER A pen 0.38 and and a notebook: they are always with me. Drawing is a need to me, is almost a compulsive instinct and graphic is able to make some order in my CREATIVE CHAOS. It is what fascinates me about this world and this is what I do and what I have learned in 45 gradi. I put thought behind what I do, meaning behind every idea, thanks to a daily debate and exchange, nourishing myself with what is around me, observing everything, allowing life to MESS UP my hair. I graduated in Graphic Design & Art Direction at the Naba in Milano. After two short experiences abroad, in Praga, working for a publishing house and in Lugano for a digital communication company, my Neapolitan spirit takes me back to the Country of the Sun, to join the 45 gradi team. Client/Project experience: LA RINASCENTE, GIOVANNI RANA RISTORAZIONE, IRCCS, Atout France, BORLETTI GROUP.
48 CONTACTS VIA PALERMO 1, MILANO