01—A MEDITERRANEAN IDENTITY
Brand Positioning + Creative Strategy

At the centre of the repositioning was the idea of Mango as a Mediterranean brand, not simply as a reference to its origins, but as a cultural point of view. We worked on defining the brand positioning, its male and female audiences and a new purpose: 

“We inspire and unite through our passion for style and culture.”

Rather than changing the logo, the transformation focused on how the brand expressed itself: its photography and film, content, tone of voice, retail environments, activations and communications. These principles were brought together in a new Brand Book, creating a shared framework for how Mango could speak and behave consistently across markets and channels.

02—TOGETHER
Global 360 Launch Campaign

Together became the first major global campaign to bring the new positioning to life. Shot by Mario Sorrenti, the campaign introduced a warmer, more emotional and culturally connected expression of the brand, built around the idea of community and togetherness.

Developed as a 360° campaign, the concept extended beyond image and film into digital, social, PR, stores, windows and brand activations, establishing a visual and emotional language that could live consistently across the entire Mango ecosystem.

03—A 360° BRAND EXPERIENCE
Image + Content + Retail + Communications

The new positioning was designed to work as a system rather than a single campaign. We developed its expression across photography, film, content, social media, PR, retail and physical experiences, creating greater consistency between how the brand appeared and how it behaved.

A new PR and social strategy, including #MangoGirls, extended the brand through a network of women and cultural voices, while stores, windows, openings and activations brought the same principles into the physical experience.

04—CREATIVE LEADERSHIP
Team + Structure + Creative Operations

The transformation also required a different way of working internally. Alongside the evolution of the brand, we restructured and professionalised the creative teams to create a more integrated relationship between image, graphic design, digital and e-commerce.

My role combined creative direction with team leadership, directly managing a ten-person offline graphic design team while overseeing the relationship with online and e-commerce teams. The aim was to build a structure capable of translating one creative vision consistently across an increasingly complex global organisation.

05—DIGITAL TRANSFORMATION
Digital + E-commerce

Digital had already been an important part of my work with Mango. Earlier in my time with the brand, I had worked at the intersection of image, online and e-commerce, helping bring areas that had previously operated separately into a more connected visual approach.

We redesigned the website, introduced a new art direction for e-commerce photography and rethought the online lookbooks, bringing the digital expression of the brand closer to the ambition and quality of its broader image.

That work subsequently led to an opportunity to join Gucci in Milan, where I was brought in to contribute to a similar evolution of its digital image.