ConsultingBranding & graphicsSocial mediaDigital AdvertisingWeb designProduct, interior & exhibition designCopywritingEditorial projects Photos, videos & short films
MICAM Milan, with over 1,700 exhibiting brands, is the leading international trade fair for the footwear industry.
ACTIVITIES
MM Company, with the accounting of Laureri Associates, takes care of the creative direction of the show, which consists in the curatorship of all the creative activities of the fair, including:
— rebranding of the trade fair and revising the visual identity (logos, visual image and graphic layout system, font, colour palette)— conception of the communication mix strategy (physical and digital) and the subsequent production of all communication materials, including copywriting and the production of advertising campaigns, photos and fashion films— management of digital communication platforms, including social media, social adv and newsletters— graphic creation of all materials for online and offline promotion and the layout of the physical exhibition: panels and posters, invitations, passes, signage, architectural structure coverings, vignettes, wayfinding, merchandising— curation of the exhibit-experience at the fair, with site-specific installations linked to the advertising campaign— design of the press room, VIP lounge and other reception areas— creation of a new website
MICAM TALES
For the period 2020-2023, Barbieri Magalini have come up with a communication concept called "Micam Tales" (the fairy tales of MICAM): a collection of wearable fairy tales to tell the dream world of creativity. The classic fairy tales, reinterpreted in a contemporary key, were: Alice in Wonderland (transformed into Micam in Wonderland), Cinderella (transformed into Micam Glass Slipper) and The Wizard of Oz (transformed into Micam of Oz). MM Company turned the creative concept into the core of the company's tone of voice and marketing mix over the period, inspiring and guiding the creation of all the company's presentation activities and materials, involving both the physical (advertising pages, trade fair graphics, catalogues, invitations, fittings) and digital (social adv, social media and newsletters) dimensions, even creating communication content such as advertising campaigns, copywriting, videos and photo shoots. This creative project ended with the SCARPE da favola project, for Assocalzaturifici
Photos: Fabrizio Scarpa — Short films: Daniele Scarpa (Micam in Wonderland & Micam Glass Slipper) and Giuseppe Cardaci (Micam of Oz)
WALK YOUR WAY
For the MICAM 96 edition, Barbieri Magalini came up with a communication concept called "Walk your way": a message promoting individuality, authenticity and self-expression through the footwear we wear. "Walk Your Way" invites people to explore their personal style and find their own unique way in the world of footwear: true beauty lies in individuality and authenticity, which is also reflected in the occasion of use. MM Company turned the creative concept into the core of the company's tone of voice and marketing mix over the period, inspiring and guiding the creation of all the company's presentation activities and materials, involving both the physical (advertising pages, trade fair graphics, catalogues, invitations, fittings) and digital (social adv, social media and newsletters) dimensions, even creating communication content such as advertising campaigns, copywriting, videos and photo shoots..
Photos: Federico Ghiani — Short film: Marco Gradara
