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 four years and was responsible for creating the brand identity during that time. As a first exercise as a freelance Brand Experience Designer, I 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, as well as corporate graphic design and the design of brand spaces and showrooms, which are showcased here. The goal of this exercise was to design a brand space that was rooted in strategic decisions, resulting in a space that represents the brand and its values without explanation. The brand’s design philosophy, PURA, was the guiding principle and influenced every part of the design, from the space’s distribution to the materials used.