La Storia was a project I conceived and led from the ground up — from naming and brand strategy through to the complete visual identity, tone of voice and tagline.

A limited series of only 20 residences, La Storia is a thoughtful residential building designed to pay homage to both Carlton and Italy. The name itself sets the tone: la storia means "the story" — and the entire brand was built around the idea that the future is nothing without the past. That one's history is something to be told, embraced and shared, so the next generation can write their own chapter.

The creative world I built drew on two towering Italian references: the layered, richly coloured compositions of Paul Klee, and the reverent, detail-obsessed architecture of Carlo Scarpa — both artists who understood that beauty lives in the relationship between past and present. I developed the concept and creative direction end-to-end, shaping every touchpoint from graphic and digital design to the overarching visual identity. To bring the world to life, I collaborated closely with photographer Josh Robenstone and illustrator Julianna Brion, whose work wove a distinctly Italian sensibility through every layer of the identity.