Redefining a brand’s identity through an innovative communication strategy: this is the vision behind the Thesis project of Barbara Bevilacqua, a student of the Master's Program in Fashion Communication and Marketing at IED Roma, developed in collaboration with Pianegonda.
Pianegonda Jewelry
Thesis Project by B. Bevilacqua - IED Roma - Master Fashion Communication and Marketing
Academic year
2023/2024
A brand with a strong sculptural identity, an audience to engage in an increasingly authentic way, and a boutique to transform into a flagship destination. Starting from these key elements, Barbara Bevilacqua has developed a strategic marketing and communication plan to strengthen Pianegonda’s brand awareness and enhance foot traffic at its Milan flagship store.
Through an in-depth analysis of the luxury market and the brand’s positioning, the project unfolds into a series of concrete actions designed for 2025: from the enhancement of digital strategy—with content that elevates the artistic value of jewelry—to the design of experiential events that create direct connections with the audience. The idea of merging the world of jewelry with a more immersive and interactive narrative takes shape through initiatives such as collaborations with influencers and ambassadors, the creation of innovative in-store formats, and the use of digital technologies to make the shopping experience more engaging.
A journey that blends strategy and creativity, shaping a new way of communicating the Pianegonda brand and projecting it towards new horizons of growth.
Project from the courses of
