MOSCHINO - the infamously outrageous Italian fashion house - was entering a new era with the arrival of Adrian Appiolaza as Creative Director. It needed a tone of voice and copy that captured its ironic spirit. So I crafted a verbal identity that emphasised that. Not one that made luxury more serious, but one that celebrated Moschino’s signature Italian eccentricity and channelled the wit of its founder - reimagined for today. Paired with a distinctive naming strategy and playful social formats, the result was a refreshed brand image that made la dolce vita feel more joyful than ever before.