We had the distinct pleasure to interview award winning designer Ragù Communication about their original and creative Brand Book design work. Ragù Communication is an award-winning communication designer, that makes our world a better place with their original brand book works.
Ragù Communication ("RC") answered Design Interview ("DI") questions about their award-winning work Europ Assistance Brand Book. Interview questions prepared by Frank Scott.
RC : 0.1Our project was inspired by the client's need to make its brand modern, international and digital, without losing any of the true essence of Europ Assistance: that of being a caring company “Anytime, Anywhere”.
RC : The project objective was to manage to create a new human, familiar, personal and direct language, at both visual and narrative level, in a strong and consistent manner which allowed the Europ Assistance identity to emerge, exalting its characteristics and values.
RC : Our brand book was distributed in all countries where Europ Assistance operates as a corporate, and we hope that this brand identity manual can be the starting point for new, high-quality design projects.
RC : From the initial idea to the final delivery of the brand book it took around one year, involving a team of 10 people.
RC : Europ Assistance needed to change its own positioning and, consequently, renew its identity. And this is where we came in: we started by writing together their mission, vision and value, in a cooperative, synergic manner, and then moved onto the creating of a visual and a distinctive, coherent language.
RC : Our project is used by Europ Assistance as a common guide for communicating the brand identity coherently and effectively in every country and in all types of situations.
RC : Starting from the needs of Europ Assistance, our team went further, driven by the desire to revolutionize the cold world of the brand book by uniting technique with narration, design and storytelling, and realize a useful book and a fascinating manual.
RC : We took inspiration from international Brand Books, bringing our own point of view, which is the result of the combination of our multi-faceted team's different experiences and stimuli.
RC : With this project we target designers, sector experts, communication and events agencies, communication and marketing managers.
RC : The fact of having succeeded in making our design reveal the new human, familiar, personal and direct point of view of Europ Assistance.
RC : The project name mirrors the very essence of the product: the brand book, brand guide manual.
RC : We used the basic tools of any designer: Illustrator, InDesign and Photoshop.
RC : The brand book is presented in dual form, digital and printed. The digital form is necessary to ensure maximum dissemination and make it updatable in real time thanks to the specifically developed sharing platform. In this way the manual never becomes obsolete, but guides change, anticipating needs and proposing constant improvements to all while at the same time embracing the positioning of the brand: Anytime, Anywhere.
RC : Our team includes specialised professionals from different backgrounds and with different inspirations. The result was bound to have an original, international appeal.
RC : At Ragù Communication we strongly believe in the role of technology as a means for strengthening the projects we manage: this is why we keep abreast of technological innovations, and use them to ensure that our creativity remains one step ahead.
RC : We didn’t perform quantitative analyses for this particular project. Our starting point was an in-depth study of the Europ Assistance identity and language inherent in the previous brand positioning.
RC : The challenge was to create a common language and style which could represent Europ Assistance in every country it works in, and which could guide unique, coherent storytelling.
RC : We are proud of this project and what it represents for our client, and we are convinced that entering it in a competition is an excellent way to enhance the project internationally.
RC : This project has allowed us to enhance and perfect our core business: the 360° construction of brand identity, through direct dialogue with the people behind the brand and thanks to a united, dynamic and determined team like ours.
RC : We would like to say something about ourselves: Ragù communication is a creative and strategic international communication agency that works like a small boutique; we personally oversee every step with sartorial care, from the creative idea to the final product, and we look after all our clients with the passion that we are renowned for.
