Generali
Brand Heritage and Corporate Storytelling Strategy: To celebrate its centennial in Brazil, Generali created Spazio di Memoria, an initiative designed to preserve the company's history while strengthening its brand narrative for the future. The challenge was to transform the company's legacy into a compelling corporate storytelling platform for employees, partners and stakeholders.
The Project
What we did and how
We built a corporate communication and brand storytelling strategy to translate Generali's historical archive into an active brand asset, connecting the company's origins, present positioning, and future direction inside a single narrative arc.
Corporate Communication Strategy
We developed the narrative that links Generali's century of operations in Brazil to its current institutional positioning, drawing through-lines between historical contribution and present-day relevance so the centennial read as a strategic moment rather than a backward look.
Brand Experience and Engagement
We designed brand experiences and content that brought together archives, memories, and key milestones, calibrated to engage employees, partners, and stakeholders. The work treated heritage as an asset that compounds, not a static legacy that is simply displayed.
Spazio di Memoria as a Brand Platform
Spazio di Memoria brings Generali's historical archive, milestone documents, and institutional memory into a single experience. The space was built as a long-term brand platform, not a static exhibit: a place where the company can keep adding chapters and where audiences can encounter the legacy in person, anchoring the centennial moment in something tangible.
Highlights
- Strengthened brand heritage positioning for the Brazilian market
- Engagement with internal and external audiences around the centennial
- Reinforcement of Generali's institutional legacy in Brazil
- Spazio di Memoria established as a long-term brand asset
- Aberje Regional Award (2025)
