Vulcano | OTB – I, U

OTB is an international fashion group, the parent company of the brands Diesel, Maison Margiela, Viktor&Rolf, Marni, Amiri, Staff International and Brave Kid. An unconventional firm that decided to start a people transformation journey led by the HR department involving all the brands of the group.


The collaboration between Vulcano and OTB started from the support to the group technological partner, developing and managing the communication of all digital releases in HR process. ‘Untitled’ workshop brought together, in the Breganze headquarters, the group HR managers from all over the world. It has been the spark from which strategies and guidelines were spread through the processes of design thinking.

An example of cooperation between digital world, people transformation and communication through which the company decided to create the new visual identity for all the group internal communications, designed by Vulcano.



The new branding has been built starting from the naming: ‘I, U’ reflects the desire to redefine the ‘US’ through the ‘I’,  with greater attention to the person. The new visual identity is clear and clean to represent the different realities of the group and to communicate with authority also in delicate areas.


The first application of the new image has been the banding revamping campaign: a project that needed an engaging but considered communication. The emerging concept of “tangram” is the graphic representation of a system characterized by the autonomy of each “cluster”.