My purpose is to affect how people think, feel, and behave for positive change: from crafting effective and emotionally engaging products and services, to enabling the most favorable and inspiring conditions for innovation, to activating communities through creativity.

I believe in design as a verb: a thoughtful process to unveil and fulfill people’s needs — providing elegant simplicity.

I believe delightful design details embody strategies and make them successful.

I believe in designing with, not for, people. It’s a process built on intuition, data, and empathy — within the team, towards end users and all service actors, from clients to frontline staff —, and inspired by curiosity above all.

I’m passionate about food and cooking: my father was a chef and I grew up in an Italian trattoria. I like to entertain the idea that this environment helped me become an active listener of every kind of story, to build narratives for diverse people, and to understand the value of recipes — something to follow, then throw away and improvise.