Bellissimo curated Arexpo’s brand communication, a majority-public private company, creating a new narrative for its stakeholders, including institutions and high-profile companies. This involved a shift in positioning and mission, first developed through brand strategy and then presented across the new communication tools produced by the studio: a company profile, an overview video, the website.
The refresh begins with the usual phase of analysis and listening that underpins Bellissimo’s branding method. After interviews with Arexpo’s leadership and key project stakeholders, Bellissimo organizes the insights into a strategic report that serves as the foundation for future activities. The document delves into the company’s new objectives: originally created to acquire the land for Expo Milano 2015, then tasked with managing the development of MIND Milano Innovation District on the same site, and now called to collaborate on new urban transformation projects in the area.
The focus is on the advantages of the public-private partnership that Arexpo offers through its unique corporate structure —a “bridge” role between local authorities and major investors— and the expertise it developed through MIND. The tangible benefits for potential partners, combined with a compelling vision for a new model of urban regeneration, form the core of the branding Bellissimo proposes.
The branding process helps clarify the most relevant themes and propositions for the brand — in this case, a company focused on territorial development. The various communication tools translate these inputs into clear key messages. Among the materials created to refresh Arexpo’s story, Bellissimo produced an institutional video and a new company profile. The “Arexpo model” and its impact, benefiting both public and private sectors, serve as the core content.
The culmination of the branding process is the launch of the company’s new website — the “landing” hub for all brand communication. Completely redesigned by Bellissimo, the site presents Arexpo’s functions and goals within a clear, readable institutional environment. The content structure and layout highlight the company’s values and key messages, emphasized through bold typography. Pages alternate between more technical and simpler content, with minimal interactive elements, while the text provides entry points into the story of a unique organization in Italy. The MIND project, previously the sole focus of Arexpo’s activity, is now presented as a pilot for a replicable model, open to future developments.
YOU MAY ALSO LIKE
-
Packaging on display. At the ADI Design Museum, the three Boxes for inspirational design created by Bellissimo for Bombay Sapphire
From March 4 to March 26, 2026, the ADI Design Museum in Milan hosts the exhibition Design di Filiera. La Filiera del Packaging, curated by Carlo Branzaglia and Wladimiro Bendandi and promoted by (...)
Read -
Why teach entrepreneurship: an interview with Giancarlo Rocchietti and Barbara Graffino from Enter Academy
It can’t really be labelled as a school, but it’s more than just a training program. Enter Academy is a non-profit foundation that aims to inspire the next generation of entrepreneurs. Supported (...)
Read -
Enter Academy makes its public debut. From naming to website, Bellissimo supports its launch event
It’s always exciting when a brand developed in the studio comes to life — especially when it does so in front of hundreds of people, at such a large and well-attended launch event.With the (...)
Read -
Lavazza Group: Bellissimo receives the Quality Award 2025
Photo: Andrea Guermani Every year, the companies collaborating with Lavazza Group come together for Supplier Coffee Links. The event is designed as a moment of exchange and collaboration across (...)
Read