The biggest asset in brand building is a consistent story. Telling this story can be done in many ways, not just through the messages shared by the brand. The complete brand experience should support and elevate the brand's positioning, beliefs and style. I worked for Automobili Pininfarina for over 4 years and was responsible for the creation of the brand identity during that time. As a first exercise as freelance Brand Experience Designer, I have worked on an evolved version of the existing brand identity that challenged me to see how I would approach this project in 2023. This included a revised brand strategy and identity, corporate graphic design and the design of brand spaces and showrooms. After presenting this project to Automobili Pininfarina, they decided to consider this project as confidential and use the proposals as part of their brand strategy and identity.