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Attention to detail is the hallmark of those who work with passion, dedication and a commitment to continual improvement. Thanks to Studio Visuale, every detail has become a tangible asset for the Xacus brand.
»Xacus
The digital branding
of an Italian tailoring brand
We guided Xacus's transformation from a historic supplier to major fashion brands into an independent shirt-making brand, supporting the shift of its communication from print to digital.
The label as
an identity element
We began with the redesign of the label—the communication tool that lies closest to the product—to tell the proud story of Xacus and its tailoring approach.
Visualizing
a craftsmanship brand
Precision in craftsmanship, exclusive details and excellence in the exploration of shapes and materials: we translated Xacus’s strengths into a series of communication materials designed to celebrate the brand’s tailoring tradition.
Illustrations, tailor-made
To convey the craftsmanship and attention to detail
– core values of Xacus – we created a series
of tailor-made illustrations that, combined with
contemporary textures and pastel colors, bring to life
almost a thousand different visuals.
Tradition and contemporary style
in the typeface designed for Xacus
We merged the two typefaces in Xacus’s identity—the classic Bodoni (late 18th century) and the modern National (2007)—to create an outline typeface with open, sans-serif terminals. The letterforms are shaped using a regular-weight linear stroke.
An exercise
in digital tailoring
We brought Xacus into the digital world, designing
and developing a responsive, multilingual website
with integrated e-commerce, able to combine
direct-to-consumer communication
with business-to-business communication.
The site is redesigned every 18 months.
Xacus by the numbers
Over its 60-year history, many figures have come to define Xacus—here are a few!
1956
YEAR
THE COMPANY
WAS FOUNDED
THE COMPANY
WAS FOUNDED
26K
NUMBER
OF SOCIAL
MEDIA FOLLOWERS
OF SOCIAL
MEDIA FOLLOWERS
320
NUMBER
OF PAGES
ON THE WEBSITE
OF PAGES
ON THE WEBSITE
300
ITEMS
SPLIT ACROSS
DIFFERENT FABRICS
SPLIT ACROSS
DIFFERENT FABRICS
+100
SHOP WINDOWS
WORLDWIDE
WORLDWIDE
320
SUPPORTING
INFLUENCERS
INFLUENCERS
840
DISTINCT
LABEL
COMBINATIONS
LABEL
COMBINATIONS
30K
VISITORS AT
PITTI
PITTI
Stories to wear
We showed the various product lines in everyday contexts through a series of short video stories. The concept “Wear your story – We are your story” was also translated into campaign imagery, completing the corporate storytelling project.
Brand Bible
For ten years we have been updating this publication, which Xacus's sales team uses to present the collections, sales tools, communication initiatives, press coverage, and the celebrities who have worn Xacus shirts, including Tony Blair, Matt Damon, Riccardo Scamarcio and chef Cannavacciuolo.
A journal to speak
with consumers and stakeholders
with consumers and stakeholders
We also curate a quarterly publication,
distributed in stores to introduce consumers to the world of Xacus and the brand's latest news. Solid in concept and refined in its graphic design, the journal is also an important public relations tool.
distributed in stores to introduce consumers to the world of Xacus and the brand's latest news. Solid in concept and refined in its graphic design, the journal is also an important public relations tool.
Davide Celeghin, Xacus brand manager
CORRADO LOSCHI,
PROJECT MANAGER
“Not every brand is born wearing a shirt”
Xacus taught us that a company can evolve beyond its role as a supplier and begin communicating its values more clearly in order to become a brand. The fashion world follows its own rhythms; while shirts are fortunately less subject to the seasonality of new trends, communication is not. Every graphic sign and tool needs to be continuously adapted to the visual codes of the moment. This was an exciting challenge for us. Why change something that already works well? Why start again merely to change the surface? How can this continuous process of updating be sustainable? Sometimes, to change a lot, you need to change little by little—much as the shirt has evolved from the 16th century to the present day.
PROJECT CREDITS
Studio Visuale + Xacus core team
For Studio Visuale: project management and creative production: Daniele Balcon, Francesco Pia and Corrado Loschi.
For Xacus: brand management and supervision: Davide Celeghin, with the collaboration of Michela de Vivo.
Labelling, Packaging and Brand Bible
Art direction and graphic design: Daniele Balcon; illustration and graphic design: Manola Cervesato; photography: Marco Auriemma and Leonardo Gava.
Website and App
Design and development: Studio Visuale; UI and graphic design: Daniele Balcon and Manola Cervesato; web development: Corrado Loschi and Angelo Fiorito; app development: I-contact.
Xacus #WeAreYourStory video series
Production: Studio Visuale; creative production: Francesco Pia; direction and editing: Francesco Mansutti; cinematography and camera: Giovanni Andreotta; editing: Alice Musi; producer: Silvia Giordani; written by: Alessandro Zaltron; music: Marian Mentrup; production services: Kublai Film, Cinema Rental; extras: Glenn Danlos, Mario Bonamigo, Lucas Galera, Michael Fields and Massimo di Nicola; styling: Zoe Cristina Crespina and Luca Aldighieri; crew: Gianluca Cecconello and Andrea Corato; location: with thanks to Rifugio Valparola, Bolle Nardini, Teatro di Lonigo and Villa Valsanzibio.
