Geloso, founded in 1931 by John Geloso, was an Italian manufacturer of radios, televisions, amplifiers, amateur receivers, audio equipment and electronic components, that had headquarters in Milan, it went bankrupt in 1971. It produced innovative, high quality, well-made and the low price products. Based on the analysis of the brand history and heritage we worked on its values and qualities to reintroduce the brand in our era.
This project has been developed during the Metadesign Studio and Business Plan Studio of the Polytechnic University of Milan. The aim of this studio was to work on a “dead” brand, existed in the past, in order to produce three outputs: a brand manual, a brand magazine, a brand video. These artifacts had to communicate the spirit of Geloso without any reference to its products, but exploiting its heritage, still vividly present in people’s imaginary. We worked just with the brand’s values and characteristics, considering the brand as a “living organism”.
For the brand manual and magazine, we chose warm colors and textural paper, and selected articles that could highlight the technical skill, passion, and versatility of the old company. We shot the video with the stop-motion technique, where a paper tangram recreates itself in various forms and figures such as microphone, radio, television. We also focused on the copywriting, and the final slogan "With Geloso, you will always have a way of communication" we aimed to show how Geloso provided a very careful customer service on its products..
At the end of this course, we eventually developed a Business Plan, considering Geloso as a newborn brand that wants to place itself again on the market with new products.
