Il Blog di Zaki
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Giorgio Chiellini Stars in the Visit Livorno Campaign Created by Zaki for Fondazione LEM
Giorgio Chiellini “comes home” and becomes the face of Livorno’s new tourism promotion campaign, promoted by Fondazione LEM for Visit Livorno. Zaki developed the concept, creative direction and script of the commercial, crafting a narrative that starts from a recognizable detail and transforms it into a warm, popular and authentic story. A video that tells Livorno as it is — direct, real and full of surprises.
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Architecture, engineering and branding
Brand identity, just like the image a company seeks to project, has now become a crucial element for businesses in the AEC sector. In a complex and highly competitive market, building a coherent and distinctive narrative enables companies to stand out, making their values and vision memorable. A strong brand identity not only creates more authentic connections with clients and stakeholders, but also turns communication into a powerful differentiation tool, capable of generating trust and new growth opportunities.
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Visual pollution and how to protect yourself
Massimo Vignelli passed away in 2014, five years after writing The Vignelli Canon, without witnessing the further, relentless threat that would emerge less than a decade later. Yet it takes little imagination to guess how he would have classified the rise—and often improper, unregulated use—of generative AI. A tool still in its infancy, it fits perfectly into, and even amplifies, the scenario of proliferating visual and cultural pollution.
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The Zaki Multi-Level Analysis: A Compass Toward Broader Horizons
In the vast sea of branding, we need to be able to cross oceans of competition and information, steering clear of the shallows of conformity and boldly facing the depths of innovation. There’s no way around it: to navigate successfully, you need a reliable compass to chart the right course. The compass we use at Zaki is a well-established, multi-level analysis framework that allows us to define every strategic, stylistic and content parameter to follow in each individual brand design project. It’s a process that combines and alternates research, audits and reviews, structured across five levels.
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The awakening of followers in the world of influencer marketing
In the digital age, influencer marketing has earned a prominent place in the communications landscape. However, while influencers continue to dominate the spotlight, a new trend is emerging: the awakening of followers. Once seen as passive spectators, they are becoming increasingly critical and aware, questioning influencers’ authenticity and, in some cases, even shaping their actions.
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Give your brand a voice
A brand voice, much like a human voice, has become more essential than ever in shaping a brand’s personality. It allows a brand to stand out, be memorable, give meaning to its communication and value proposition, speak the same language as its audiences, convey emotions, humanize the organization and build lasting, meaningful relationships over time. Which, ultimately, is the true purpose of any branding strategy.
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Communicating better, Zaki included
Zaki had been ready for a rebranding for about two years, but the real turning point came roughly a year ago, also driven by a significant renewal of our client portfolio. This required a deep rethink of how we present ourselves, aligning Zaki’s communication with what Zaki has progressively become over time.
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The Zaki approach to branding
Grounded in a multi-level analysis process, our brand identity development projects highlight the company’s soul — expressing its values, identity, history and style, and shaping its personality, voice and visual approach so that the brand image is ultimately reinforced.
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Zaki tells the story of Delta-ti’s 50 years
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