THE IDEA COMES BEFORE THE FORMAT.
THE IDEA COMES BEFORE THE FORMAT.
I’m Mario Passalacqua, a designer working across brand systems, digital experiences, AI and visual storytelling. My work starts by finding the idea, then figuring out what form it actually needs to take.
THE IDEA COMES BEFORE THE FORMAT.
I’m Mario Passalacqua, a designer working across brand systems, digital experiences, AI and visual storytelling. My work starts by finding the idea, then figuring out what form it actually needs to take.
(01)
(INTRO / PRACTICE)
© 2025
(01)
(INTRO / PRACTICE)
(02)
(POINT OF VIEW)
© 2025
(02)
(POINT OF VIEW)
ONE IDEA. DIFFERENT FORMS.
I’m less interested in working within a single discipline than in keeping an idea coherent while it moves between different ones.
Brand Systems
Identities, campaigns and visual systems built around a recognisable point of view.
Digital Experiences
Websites, interfaces and products where visual language, structure and interaction work as one system.
AI & Visual Storytelling
Images, motion and narrative experiments using generative tools as part of a wider creative process.
I’m less interested in working within a single discipline than in keeping an idea coherent while it moves between different ones.
Brand Systems
Identities, campaigns and visual systems built around a recognisable point of view.
Digital Experiences
Websites, interfaces and products where visual language, structure and interaction work as one system.
AI & Visual Storytelling
Images, motion and narrative experiments using generative tools as part of a wider creative process.
(03)
(PROCESS)
© 2025
(03)
(PROCESS)
001
CONTEXT
Understand the project before deciding what it should look like. Research the audience, environment, constraints and cultural references that shape the work.
001
CONTEXT
Understand the project before deciding what it should look like. Research the audience, environment, constraints and cultural references that shape the work.
001
CONTEXT
Understand the project before deciding what it should look like. Research the audience, environment, constraints and cultural references that shape the work.
002
IDEA
Find the thought that everything else can grow from. Not a visual style yet — a clear concept capable of making decisions easier later.
002
IDEA
Find the thought that everything else can grow from. Not a visual style yet — a clear concept capable of making decisions easier later.
002
IDEA
Find the thought that everything else can grow from. Not a visual style yet — a clear concept capable of making decisions easier later.
003
DIRECTION
Define the visual world. Typography, imagery, composition, motion, interaction and tone begin to speak the same language.
003
DIRECTION
Define the visual world. Typography, imagery, composition, motion, interaction and tone begin to speak the same language.
003
DIRECTION
Define the visual world. Typography, imagery, composition, motion, interaction and tone begin to speak the same language.
004
SYSTEM
Make the idea repeatable without making it repetitive. Build the rules that allow it to move across formats, screens and touchpoints while staying recognisable.
004
SYSTEM
Make the idea repeatable without making it repetitive. Build the rules that allow it to move across formats, screens and touchpoints while staying recognisable.
004
SYSTEM
Make the idea repeatable without making it repetitive. Build the rules that allow it to move across formats, screens and touchpoints while staying recognisable.
005
EXECUTION
Bring it into the real world. Design, prototype, refine and produce the final experience with the same attention given to the original concept.
005
EXECUTION
Bring it into the real world. Design, prototype, refine and produce the final experience with the same attention given to the original concept.
005
EXECUTION
Bring it into the real world. Design, prototype, refine and produce the final experience with the same attention given to the original concept.
(04)
(PERSONAL LAYER
© 2025
(04)
(PERSONAL LAYER
WHAT I KEEP COMING BACK TO.
WHAT I KEEP COMING BACK TO.
WHAT I KEEP COMING BACK TO.
Design, technology, cinema, gaming, visual culture
and the changing ways images are created.
I’m particularly interested in work that sits between established design disciplines and new forms
of making — where technology changes not only
the production process, but what can be imagined
in the first place.
(06)
(CURRENT)
© 2025
(06)
(CURRENT)
CURRENTLY AT TRANSLATED.
BUILDING ARIMO ALONGSIDE IT.
CURRENTLY AT TRANSLATED.
BUILDING ARIMO ALONGSIDE IT.
CURRENTLY AT TRANSLATED.
BUILDING ARIMO ALONGSIDE IT.
Based in Italy.
Open to remote opportunities and selected collaborations with studios, brands and teams where I can contribute across concept,
visual direction and execution.