Visual design as a communication tool. After Pink starts from illustration to create new channels for product communication. The current world of communication develops and launches its campaigns through the image, but the multi-channel approach often entails having to deal with different ways of promoting a product. The public is significantly more diverse than before, not just in terms of social status, education and taste, but mainly because of the different technological tools available. While some consumers are still attracted to printed communication and TV advertisements, a good slice of the market can be reached on social media or with a video placed on a screen which catches the users’ attention as they’re walking down the street.

Companies are increasingly aware of this fragmentation and therefore have to design different types of advertising campaigns to reach the various target audiences. Given that a campaign should always aim to stand out not just for the product it promotes but also for the emotions it triggers, After Pink uses visual art to create surreal videos and images for different products. The images they create are apparently simple, with colours often used in different chromatic scales, minimalist sets and objects floating in space. That’s because every single object or colour must trigger a particular emotion, like a whirlwind of flowers evoking a scent or a drop of water that breaks a glass bubble. Such images are simple yet evocative, direct and easy to interpret.

It’s clear that behind every image there’s an “artistic” study and this is greatly influenced by the multidisciplinary education of After Pink founder Umberto Daina, who has a degree in architectural studies. In fact, many of his works and illustrations boast a “landscape” and “planning” approach. But he also expresses his art through Studio Plus Plus, of which he is a founding member, and with his personal works as an illustrator and visual designer, where his desire for research prevails and becomes almost preparatory to his work as a product visual designer.

Talking About After Pink Studio

After Pink Studio, founded in 2020 by Umberto Daina, combines ten years experience in CGI, visual design and art direction of its founder with the constant experimentation on creative technique and design of the other team members.  It includes castaways from the Faculty of Architecture in Florence, artists and barmen specialized in coffee with sambuca. AfterPink is a multidisciplinary creative studio, focused on Set Design, Short Film and Visual Design. It cooperates with international leading creative studios, agencies and brands around the world. It is based in Florence and works worldwide.

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