About creativity and strategy

My two cents. An editorial by Giacomo Frigerio.

The light and the dark. Polar opposites that convey what Blossom is today, who we are, and how we help each other look at the world with a different perspective, every day.

After a year of major evolution and change, we have redefined who we are and why we exist. It was a long process that involved all of Blossom and which, in reality, we will never stop doing.

Ours is a creative soul, one which looks at the world and everyday life and sees endless possibilities of beauty. A beauty we choose to express uniquely every time; a creativity that takes advantage of existing means and tools, but is always open to innovation, such as the incredible AI revolution just around the corner.

To this, we have added a strategic vision of the world and business, so that every choice we make is guided by reason and, to that point, by a strategic approach that enables us to choose and act with resolute and sound judgment.

Revealing possibilities that we could neither see nor imagine before.

For this very reason, the first release year of Snap is dedicated to these souls of ours: six articles – with interviews, videos and insights – that tell and show many forms of creativity, which go hand-in-hand with strategy.

A great illustrator and friend of Blossom came to visit. Nico189, aka Nicola Laurora, took his first steps with us 15 years ago. From our couch, he invites us into his world, a fascinating dimension where the covers of Monocle and graffiti on trains in sunny southern Italy mix together.

Our Head of Strategy, Camilla Beretta, summarizes the omnichannel approach with style, working shoulder-to-shoulder with Jacopo Riva and his illustrations.

We recorded lunch break conversations at our HQ between Dave, Head of Media House, and Francesco Seveso, our boxing psychologist and trainer. The result is a podcast that talks about creativity, work and human functioning, which episode after episode, will take us to places made of invisible matter, but that have an impact on all of us.

Alessandro Scartezzini, CEO of Webperformance, our partner in digital media crime, explains the what, how and when of the media world.

And finally, as part of our “Who are you?” video series, Matteo Mari, aka Mario, shares his short film, “On Sunday, I dress badly,” a mind-blowing presentation loaded with technique, rhythm, style and depth that truly moved me.

In January, the sky in Milan is often grey and the days are dark. May this issue of Snap give you some light.

Happy New Year, and happy reading.

BRANDING AND STRATEGIC RESTYLING

Vert is the line of eco-detergents under the Chanteclair brand. Known for its focus on
sustainability, the range was at risk of being identified with an image that didn’t fully
communicate the strength and performance consumers expect. Blossom stepped in to lead a
strategic restyling: reinforcing the sustainable positioning while making the products’
powerful effectiveness immediately clear. The outcome is a visual identity that moves past the
compromise between green aesthetics and proven performance.

FROM GENERIC CODES TO A DISTINCTIVE MARK

A process of structured dialogue with the Real Chimica team led to a redesign, with a bolder
green palette and a visual hierarchy that highlights the product name and key benefits. The
goal: to overcome the widespread perception that “green” means less effective compared to
traditional cleaners. In this context, Vert’s new image was shaped to make its dual strength—
sustainability and cleaning power—instantly visible.

For the third consecutive year, ILO has chosen Blossom to give voice—through an official video presented at the Global Citizen Festival in Central Park—to its vision of social justice and decent work. This event brings together activism, institutions, and civil society, shining a light on the crucial issues of work, rights, and sustainability.

The ongoing partnership between ILO and Blossom is built on strategic and creative dialogue, transforming values and priorities into impactful global communication tools. The video challenges us to rethink the role of work: not just a paycheck, but the foundation of dignity, social cohesion, and inclusive development. Data, vision, and a direct call to action: renew the social contract to build a fairer future.

Watch the video and see how partnership can transform the global conversation.

From Karate to Boxing. Martina Caruso’s Rise to the Top.

Watch the latest episode of Transforming Perspectives.

July 2021. Heat, windows wide open, TVs on.
One year late, the Tokyo Olympics finally air.

Sitting in front of one of those screens is Martina Caruso. For years, she dominated karate mats around the world, collecting European and World Championship medals. Then, still at the top of her game, she walked away. Done. But watching the Olympics, she feels something is missing. Competition—that’s what. A few days later, she laces up a pair of boxing gloves. Four months later, she steps into the ring for her first professional match. With one goal in mind: becoming the greatest female boxer of all time.

She tells us about it in the gym where she trains every day, in Brianza. What started as a simple conversation turns into a sparring session. And what we thought was just a story about switching sports turns out to be something much bigger. Because Martina isn’t built for comfort zones. She doesn’t fear a challenge, whether it’s an opponent or herself. She’s been facing pain her whole life—inside and outside the ring. And when things are left unfinished, she doesn’t let them hang.
She closes the loop. But, most of all, she knows there’s only one way to get where she wants to be: shifting her perspective. Every single day.

Transforming Perspectives: Giorgia’s rebirth and the power of looking beyond.

Sometimes, it takes choosing to see things from a different angle to discover a new reality, a better possibility. That’s what we experienced at L’Imprevisto, a community in Pesaro that welcomes young people facing challenges, offering them a path to recovery and renewal.

Our work is about guiding people, brands, and organizations toward new ways of communicating and viewing the world. That’s why we went there—to hear their stories, to listen, but most importantly, to witness what it truly means to change perspectives. We asked Giorgia– who spent two years in the community – and the other young women: what does it mean to them to see—and live—life from a new point of view?

Their answers revealed the power of a shift in perspective: a vision that redefines the present and opens the door to the future. Just like Speed of Plight by Loyle Carner, the soundtrack of this video, which explores personal struggles, the search for balance, and the journey to find one’s place in the world. Transforming Perspectives is exactly this: acknowledging challenges, embracing them as part of the journey, and discovering new possibilities through a different lens.

Watch the first episode.

Two hands-on sessions that transformed perspectives and enhanced team skills

We conducted a bootcamp at the Illumia headquarters, our long-time client, as part of a training program aimed at their marketing, communications, digital, HR, and IT teams. Over two days of practical training, we shared tools and techniques we use daily, offering concrete knowledge on using AI for content creation – from text generation with ChatGPT to image creation with MidJourney and advanced research with Perplexity.

This bootcamp marks an important milestone in our eight-year partnership with Illumia, built on mutual trust and a desire to grow together. With a creative and strategic approach, we supported the team in enhancing their skills, even encouraging those who were initially skeptical to explore new possibilities in the practical use of artificial intelligence.

We continue to share our expertise in communications and marketing, offering innovative and actionable solutions to transform the way companies work.