Mindthe Gap

Brief: Developed as part of an innovation challenge promoted by HP and Leadagious, Mind The Gap set out to address an increasingly urgent issue: the distance between what people think and what they are actually able to express. In a world shaped by speed, misunderstanding and superficial exchange, the project aimed to transform conversation itself into a skill that could be trained, activated and improved. At the same time, the initiative needed to demonstrate the creative and technical potential of advanced printing technologies through a commercially meaningful tool.

Work: We conceived Mind The Gap as a conversation toolkit designed to close the distance between thought and dialogue. Built around a collection of five themed decks, the project combines behavioral insight with physical interaction to help people navigate more meaningful exchanges, from sales conversations and client relationships to spontaneous interactions between strangers.
From concept strategy and naming to visual identity, pack design and art direction, we developed a system able to operate on multiple levels at once: a practical tool for improving communication, an engaging object designed to spark curiosity and participation, and a sophisticated print showcase for Simeoni Arti Grafiche. Produced for the event through advanced HP printing technologies, the decks continue to be used by HP, Finger and Simeoni as a living showcase of their complementary expertise, spanning strategy, design, print innovation and experiential thinking. The result is a tactile, beautifully crafted collection where design and production become part of the conversation itself.

Outcome:

• business idea
• brand strategy
• concept & naming
• brand identity development
• communication materials
• creative direction