SIXTY ONE LABS

Rebranding & Visual Identity — Luxury Brand, SIXTY ONE LABS

I led the redefinition of the visual identity for an emerging luxury brand based in Rome, shaping a new aesthetic direction rooted in Italian heritage and contemporary refinement.

The process began with an in-depth brand analysis, examining values, cultural references, and competitive positioning within the luxury landscape. This strategic groundwork informed the creation of a distinctive visual imaginary — one that balances restraint and character, tradition and modernity.

I designed a new logo system conceived for longevity: essential, precise, and adaptable across high-end applications. Particular attention was given to proportions, typography, and negative space, ensuring a timeless presence across every touchpoint.

The identity was extended into physical products and branded materials, where texture, finishes, and material choices became integral to the narrative. Each declination reinforced exclusivity, coherence, and recognizability.

The outcome was not merely a rebranding, but a refined repositioning — elevating the brand into a more defined and aspirational dimension within the contemporary luxury market.