I T A L I A I N D E P E N D E N T X V E R T U
B R A N D I N G
Lapo Elkann’s Italia Independent is a fashion accessory brand with a signature colour and look. Vertu Constellation Blue, by Italia Independent, was a range built around Lapo himself, embracing his design language and the love of blue that he has become synonymous with. The challenge was to carry that blue through every surface of a luxury handset without losing the craftsmanship Vertu stood for.
The range launched with two limited-edition models: the Constellation Quest Blue, with its QWERTY keyboard, and the Constellation Blue touchscreen. The blue theme ran through both, in the leather, the PVD-coated metalwork, the blue sapphire keys and the carbon fibre.
As Head of Creative, I was one of the key stakeholders and led the creative side of both handsets, working closely with Italia Independent’s team and meeting Lapo himself face to face. I owned the aesthetic design of the phones, interface, packaging and accessories, including the matching leather cases. I also designed the in-store graphics and dedicated web pages, and directed the advertising with a freelance videographer and editor, making sure Vertu’s and Italia Independent’s brand guidelines held at every touchpoint.
The range almost sold out on pre-orders alone.
