Design does more than shape objects: it builds identity, creates value and strengthens business competitiveness. This was the starting point for "Between Sign and Future: Two Compasso d'Oro Award Winners Discuss Brand Identity", the event promoted by Unindustria in collaboration with ADI – Association for Industrial Design, featuring Roberto Ziliani, President and Founder of Slamp and Compasso d'Oro Career Award 2024 recipient, in conversation with Antonio Romano, Compasso d'Oro Career Award 2026 recipient. The discussion explored the strategic role of brand identity as a driver of innovation, growth and competitiveness for Made in Italy.
Hosted at Villa Blanc – Luiss Business School, the event explored the value of Brand Identity as a key differentiating factor for businesses. Through design, a brand shapes its vision, communicates its values and strengthens its recognisability, turning design into a strategic tool for growth and competitiveness.
Throughout the discussion, Roberto Ziliani and Antonio Romano shared experiences and insights on the relationship between design, corporate culture and innovation. Two different journeys united by the belief that design is not merely an aesthetic expression, but a strategic tool capable of building identity, guiding business strategies and creating lasting value. Their dialogue offered an authoritative perspective on the role of design in strengthening the competitiveness of Made in Italy.
The event concluded with the award ceremony for the first edition of Start Up Your Design, a competition dedicated to young designers from the Lazio Academies and promoted within the activities of Unindustria's Fashion, Design and Furniture Section, chaired by Roberto Ziliani. The initiative aims to support emerging talent, encourage dialogue between businesses and education, and promote a design culture focused on the future.
