IF / Isabella Fugaccia

Brand identity designed for Isabella Fugaccia, a management consultant, executive coach, entrepreneur, and a former senior executive in the pharmaceutical and healthcare industries. The project started with a workshop with the client. We deeply analyzed her activity, her competences and the market to understand what were the distinctive features of the brand Isabella Fugaccia. Isabella speaks two languages, Italian and English, and has a double cultural heritage. This aspect made through our typographical choices: a sans-serif typeface from Europe — Sempione Grotesk, a sans serif type — plus a serif typeface from the USA, Source Serif Pro. The new monogram — IF — is composed of Isabella's initials, but it also has a further meaning. It stands for Impact Factor, the actual impact on results due to the use of scientific approaches in consulting that Isabella has been using for years. The payoff — Time. For Change. For People. — deliberately refers to the three different services she offers: coaching, training, consulting. The brand has two main colours. The main one is purple, which is a mix of blue — one of Isabella favourite colours, that communicates calm and stability — and red, that stands for energy. The second color is a red-orange, used only for a few individual elements, to balance visual results and generate an additional element of attention.