Modiano

Leading a historic Italian brand online, through a targeted digital strategy

A person shuffles a deck of cards above a poker table with several community cards laid out: 4 of clubs, 2 of hearts, ace of spades, 4 of hearts, and 2 of spades. Poker chips, dice, and two card boxes are also visible on the green table surface.

Sector

Play cards

Tools

Communication concept, digital strategy, website, social & digital advertising, photo shooting

Description

From the famous Las Vegas casinos to small villages taverns, from private homes to clubs, Modiano is among the leading producers in the sector. An excellence of Made in Italy recognized internationally, with the need to ‘impose’ its online presence with coherent and value-based digital tools.

Communication concept

Intrinsically linked to the greatest artists of the late 19^th century, Modiano history is a combination of creativity and know-how, tradition, and innovation.

‘Extraordinary things can happen while sitting around a table’, this is the communication concept chosen, a narrative thread capable of using cards as an evocative tool, which leads people to meet and unite, tell their stories, and challenge each other.

Starting from the concept, the challenge was to combine fonts, colors, photographic images and videos, to transform Modiano playing cards into a timeless and ageless medium, capable of bringing together children and adults, expert players and beginners around the same table from every corner of the world.

A poker game on a red surface, showing a player holding a full house (three Aces and two Kings). Poker chips, playing cards, a mini arcade game, a mini pinball machine, a toy car, a "8" billiard ball, and a box of playing cards are also present. Two hands are visible.

Digital Strategy

Modiano is a tactile material world, with the natural need to refresh its digital presence.

The project for the creation of the new website and social media format, with the total management of the Facebook, Instagram and LinkedIn channels and the implementation of targeted campaigns, originated from the analysis of the company, including brand identity, positioning, strengths, and weakness, also in relation to competitors and target audiences.

The target was to define an online personality that differentiates and is consistent with company values, becoming a clear and efficient point of contact and reference for the target.

Used technologies

Website

Redefying the tree of the website, calibrating contents, spaces, visual and textual languages, all this is part of a web design project conceived from an experiential perspective, the heart of an engaging and satisfying customer journey, playful and intuitive and at the same time highly corporate.

Great news for Modiano has been the implementation of a special configurator made to allow users to create their own personalized deck, choosing between different formats, materials, game types and graphic style.

A laptop displaying a website called "Tarocchi." The screen shows a hand holding tarot cards amidst a mystical backdrop with various decks and books. The visual elements suggest themes of fortune-telling and divination.

An illustrated webpage features sections about playing cards. The header image shows people playing various card games. Subsequent sections display different card designs, promotional offers, and contact information. The dominant colors are green, pink, and beige.

Social & Digital Advertising

The social and digital advertising strategy focused on planning campaigns on META and LinkedIn.

A project targeted on the specificities of the different channels and specific categories of users, with widespread coverage and targets of interest, with the aim of creating a community loyal to the brand on both the business and consumer side.

Two smartphones display promotional content in Italian. The phone on the left features an ad for Bottega Veneta with playing cards. The phone on the right displays a colorful post about a card game called Rubamazzetto for children, with playful illustrations.

Shooting

Inspired by the communication concept, the photo shoot brought the Modiano card decks to the center of unusual and eye-catching still lives which gave life to a ‘game of inspiration’ full of color and captivating details. They were meant to tell the story of a brand that between professional tournaments, family afternoons and games at the club, as a representation of the historic gaming tradition in Italy and around the world.