Freeda
One Identity, Countless Stories to Tell
Freeda entered Italian digital publishing with an editorial perspective focused on women, younger generations and social platforms. We helped give that ambition a recognisable identity, creating a visual language that could carry individual stories across the fast-moving, varied environments of Facebook and Instagram.
Founded in Milan in 2016 by Andrea Scotti Calderini and Gianluigi Casole, Freeda set out to give space to experiences often reduced to stereotypes in traditional women’s media. Self-expression, body positivity, inclusivity and rights shaped an editorial approach designed for social feeds. Each piece of content needed a clear identity of its own, while remaining visually connected to the publisher behind it.
Pop culture, surrealism and irony informed a language of conceptual imagery that made intimate or challenging subjects more approachable without oversimplifying their meaning. This gave Freeda a distinctive presence in fast-moving feeds and the flexibility to accommodate stories with different emotional registers.
Creative direction extended into everyday content production. We developed recurring social cards and graphic formats with illustrators and designers, while shaping video through casting, styling, set design, colourful on-screen subtitles and energetic editing. For around three years, one of our Creative Directors worked within Freeda’s team, helping establish guidelines and shared practices as its publishing operation expanded. These common references ensured consistency across daily production while leaving room for each story’s individual character.
During its early growth, Freeda amassed over 1.3 million Facebook fans and 600,000 Instagram followers. Our work gave the in-house team a clear creative framework for the ongoing production of editorial and branded content.
IN BRIEF
Naming
Visual Identity
Art Direction
Creative Direction
Freeda entered Italian digital publishing with an editorial perspective focused on women, younger generations and social platforms. We helped give that ambition a recognisable identity, creating a visual language that could carry individual stories across the fast-moving, varied environments of Facebook and Instagram.
Founded in Milan in 2016 by Andrea Scotti Calderini and Gianluigi Casole, Freeda set out to give space to experiences often reduced to stereotypes in traditional women’s media. Self-expression, body positivity, inclusivity and rights shaped an editorial approach designed for social feeds. Each piece of content needed a clear identity of its own, while remaining visually connected to the publisher behind it.
Pop culture, surrealism and irony informed a language of conceptual imagery that made intimate or challenging subjects more approachable without oversimplifying their meaning. This gave Freeda a distinctive presence in fast-moving feeds and the flexibility to accommodate stories with different emotional registers.
Creative direction extended into everyday content production. We developed recurring social cards and graphic formats with illustrators and designers, while shaping video through casting, styling, set design, colourful on-screen subtitles and energetic editing. For around three years, one of our Creative Directors worked within Freeda’s team, helping establish guidelines and shared practices as its publishing operation expanded. These common references ensured consistency across daily production while leaving room for each story’s individual character.
During its early growth, Freeda amassed over 1.3 million Facebook fans and 600,000 Instagram followers. Our work gave the in-house team a clear creative framework for the ongoing production of editorial and branded content.
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