I worked with Dall’Acqua for seven years, always as a freelancer, and my role grew with the brand. From the very beginning I developed the visual identity created by Natalia Pietruszewska, turning it into a cohesive visual language across digital and print, with a defined tone of voice. From the first months I was also involved in how things were made and communicated, not just how they looked.

Over time my scope kept widening, from graphic and brand design into art direction: producing photo shoots, printed catalogues, social media kits and ads for Vogue, Elle and Harper’s Bazaar, and working on campaign strategy and product line launches together with production houses.

In the end I was responsible for the brand’s whole visual output, including campaigns with Agnieszka Grochowska and Renata Kaczoruk across social, digital, press, print and 30+ partner salons.

The system

I ran the brand’s content as a one-person team, built as a four-stage chain where each step feeds the next:
→ Quarterly strategy: moodboard, themes, campaigns, slogans
→ Visual production: concept, scenography, styling, photo day, retouching, website and online store visuals
→ Social media, stories, community activation, graphics and copy made together
→ A monthly working day on-site, for planning and product decisions