Will has emerged as a groundbreaking digital publisher in Italy, reshaping the media landscape into an online community and media platform. Its mission: to ignite change and raise awareness on critical societal issues. Will revolutionizes Italian media by innovating both content and delivery, offering a diverse range of multimedia, graphic content, videos, and event organization, all rooted in a community-centric business model.
Alessandro Tommasi, Will’s visionary founder, aspired to create a social media-based news platform for Italy’s youth, desiring news that was authentic, objective, and straightforward. The challenge lay in developing a relevant content structure and a distinctive visual identity in the crowded social media space.
The formation of Will began with a critical brainstorming phase, transforming an idea into a solid concept. Assisting Tommasi in envisioning his project from the audience’s perspective was crucial. APART played a key role in shaping Will’s ethos, now encapsulated in the tagline “for making a good impression at dinner.” In terms of design, Will was crafted to represent the “everyman” – knowledgeable yet uncomplicated, influencing its name, logo, and overall visual identity.
Will’s branding is notable for its memorability, simplicity, and universal appeal. Its visual identity, reminiscent of street art, conveys humanity and accessibility while maintaining a unique character. This identity appeals across generations, reflecting the taste and values of its community. It’s also practical, easily manageable and adaptable, essential for a growing company with diverse content needs.
The website design addresses a common challenge in modern media: the deluge of news and content. Will’s site acts as an extensive archive, serving users who want to revisit or explore specific themes from Will’s perspective, beyond immediate relevance.
The site’s navigation is not search-driven but through a detailed guided system, enabling efficient and precise exploration. A multi-level filtering system, categorizing topics, subjects, platforms, and dates, enhances the user experience and discovery process.
Will’s website has become a vital hub within the Will universe, a long-term engagement resource for its audience.
In its first year, Will achieved over 70 million interactions and nearly 3 million community members. By 2022, it reached 36 million accounts on Meta, 1.3 billion Instagram impressions, and 420 million video views, culminating in its acquisition by Chora Media.
APART’s role extended beyond a service provider to a co-creator, collaborating closely with a client who initially lacked a structured marketing and design team. This partnership mirrored APART’s experience with Freeda, Italy’s first true digital publisher, highlighting the importance of engaging with entrepreneurs from the inception of their business idea.
Will’s journey led to winning the best branding project at the ADCI Awards in 2020, showcasing the power of a well-developed brand identity and strategic vision in elevating a digital publisher in today’s media landscape.
