Novaidea: from graphic design studio to advertising agency
From an interview with Franco Vendramin,
founder of Novaidea
Uplifting spirits and transcending reality...
The memory of the soul music of the 70s has always had
an intense, intriguing, inalienable relationship with me.
Sounds, colours, customs that marked my whole life
and inspired my debut in the world of creativity and design,
moulding it on the notes of the LPs, whose covers I often
dreamt of designing. I felt throbbing inside of me the will
to stand out, to jump on the stage and create a space
of my own with a greater freedom of performance.
I finally managed to establish my own creative boutique
and since the very first works I have been striving to convey
strong feelings and uncommon, non-clichéd creative
perspectives. My first visit to the USA, at the end of the 70s,
gave me the chance to attend to a concert at the legendary
Apollo theatre and to know Studio 54, the “temple”, where I
saw for the first time the best music being mixed with three
different consoles. There I sensed the real extravagance,
the provocations; I understood what being cool really meant.
There, I coined my mission: “I will survive”.
It has been a crescendo, but I have never sold out
as a creative hunting for fortune. Quite the opposite,
I've always remained behind the big names in style
that I've been partnering with throughout the years, playing
with the band rather than as a soloist. I delved into marketing
and sales display techniques until they became the greatest
strategic part of my work and I kept on “playing” in the fashion
world for over twenty years. Today, Novaidea (the original
name, created in the 80s, has been maintained) is not only
an advertising agency and a graphic design studio but also
the expression of a lifestyle committed to originality.
For me, taking care of companies and their projects is still
like giving voice to the funky-soul of an inner melody of mine.
It's a sound of research that contributes to the growth
of a higher-level communication rhythm, a unique, distinctive
and unmistakable message. LP covers remained, to a certain
extent, a dream but those dreams changed their essence
converting themselves to wine labels, advertising
campaigns, packaging, catalogues and various other forms
of communication, expressions of a brand new graphics
aiming at the creation of a tailor-made value added.
Clothing, footwear, architecture, constructions, furniture,
industrial design, food and beverage, cosmetics...
Anytime, anywhere Novaidea knows how to adapt to the most
disparate needs of any client offering - with its distinctive
carefulness, tidiness and creativity - projects that are able
to reach out to new directions and give room to new
influences for an authentic vision with intense feelings
and creative images open to welcome the future.
Franco Vendramin CEO Novaidea Creative Resources
Latest works
SALVATERRA Prosecco D.O.C.
