In recent years, A2A has grown very big, very fast. The path that has led it to become a Life Company has made it necessary to evolve all its communication systems. In addition, the challenges related to the ecological transition require increasingly engaging and meaningful tools. On the one hand, digital touchpoints capable of absorbing contemporary languages, to participate in an agile and persuasive way in the global conversation. On the other, a narrative capable of activating people's energy, sharing meaningful stories, showing the change taking place and pointing to possible transformation. We needed to create a system in which experience and narrative, design, and words were one.

In response to a dual problem, we found a unique solution: to bring the culture of design inside the company, rather than applying it from the outside as an exclusively aesthetic intervention. By focusing on the centrality of design, we were able to bring the company's dynamism and forward momentum into the group's growth process. And we entrusted co-design methodologies not only with the processing of visual language, but also with the processing of verbal language and storytelling. We created a unique working team, made up of people from our studio and people from their company, bringing together the creative, technical, and strategic aspects. We sat economists and engineers, marketers and designers, creatives and strategists around the same table. We have created a design language that consistently weaves together design, storytelling, and user experience. We developed a scalable design system that is embodied in an actual language, called Circular, that allows us to generate different variations of individual entities and modules. We designed an inclusive design system that improves the usability and accessibility of products, not only for users with disabilities, but for everyone. We devised a content strategy that redefines the storytelling, the language, the stories to be told, and the words to be used, increasing the effectiveness and power of transmission of our messages. We designed a bespoke typeface, Life Sans, specifically designed to express modernity, circularity and increased usability. From the design language and the stories we tell to every character of the fonts we use: everything we have designed with A2A speaks the same language as the company, reiterates its message, and contributes to the achievement of its strategic goals.