Revolutionizing Brand Books: A Tale of Design and Storytelling

Ragù Communication's Innovative Approach to Brand Manuals

Ragù Communication's brand book for Europ Assistance is a unique piece of design work. It is a manual designed to foresee every use of the brand in a clear, intuitive manner, without the need for lengthy explanations. This makes it universally useful, from Brazil to China. The design process began with the restyling of the logo, which then generated all the new graphic elements of the manual. Each element of the project is generated taking into account the graphic identity of the Europ Assistance brand.

The brand book is presented in dual form, digital and printed. The digital form ensures maximum dissemination and real-time updates through a specially realized sharing platform. This ensures the manual never becomes obsolete, but guides change, anticipating needs and proposing constant improvements. This approach perfectly embraces the positioning of the brand: Anytime, Anywhere.

Technical specifications of the design include an interactive PDF with download links to the presented materials for the digital version. The printed version has a closed format of 29.7x21 cm and an open format of 59.4x21 cm. It features four colour printing on both sides, a cover of board covered with Fedrigoni Ispira 150 g/m2 with dry printing on corners and title, internal pages of Fedrigoni Ispira 120 g/m2, and ring binding.

The project began in Rome in May 2018, was delivered to the client in February 2019, and is constantly updated. The team faced the challenge of creating a technical manual that simultaneously conveys the brand’s spirit, philosophy, and personality. This was achieved not only with graphic choices but also with language, words, and emotions. The result is a book that is not only useful but also tells the story of who the brand is and what its ethics are.

This innovative approach to brand books has not gone unnoticed. Ragù Communication's design was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2019. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation.