How do you build a new brand with 95 years of history? Automobili Pininfarina was born with a remarkable contradiction: it was a completely new automotive brand, carrying 95 years of one of the world’s most recognised design legacies. Its first car, Battista, was not simply a hypercar launch. It was the moment a new brand had to establish its own character. The challenge was to create an identity that could honour where it came from without becoming defined by the past. And then make that identity live — not just in a logo or a campaign, but across every encounter with the brand. For more than four years, I worked as an in-house lead designer, developing the identity and turning it into a complete brand experience across digital, retail, events, print, content and the customer journey. The principle was simple: consistency should not mean repetition. It should mean recognition. A customer could encounter Automobili Pininfarina in a social post, walk into a retail partner, receive an invitation, explore the Battista configuration, enter the Cambiano atelier or open the MyBattista app. Each experience could look and behave differently — but it should always feel unmistakably part of the same world. That meant designing the system behind the experience, as much as the experience itself. I developed the visual language across print and digital, from campaigns and social media to invitations, brochures and event materials. I created signage guidelines for a global network of almost thirty retail partners, translating the identity into physical environments. For Battista, I designed the Options Programme — three books that turned an extensive configuration system into an elegant part of the ownership experience. The same thinking extended to the confidential customer app, the Cambiano atelier experience, film, sound, events and special projects. For the inaugural Battista Parade at Monterey Car Week in 2024, the identity even took inspiration from historic rally shields and 1980s racing liveries, becoming a graphic language across the cars, clothing and event environment. None of these were isolated applications. They were different expressions of one idea: a brand should be recognisable by how it feels, not simply by how it looks. That is what made the work bigger than a brand identity. We were building the conditions for a new marque to exist — giving a 95-year legacy a new language, and giving that language enough flexibility to become a living experience. A new brand. A century of equity. An identity built to move.