As the Creative Consultant for MV Agusta S.p.A., I was responsible for driving the creative vision and design direction for the brand's digital platforms, including the MV Agusta Ride application and official web design. My role spanned across UI/UX design, art direction for photography, and the execution of visually compelling experiences that embodied the prestige and heritage of the MV Agusta brand. A key highlight was the 2019 Dragster RR photoshoot, which earned recognition for Best Art Direction at Milan Design Week 2019.
Creative Direction & UI/UX Design for MV Agusta Ride Application
I led the creative direction and UI/UX design for the MV Agusta Ride application, a mobile app designed to enhance the riding experience for MV Agusta owners and enthusiasts. My goal was to create an app that was both functional and visually striking, reflecting the precision and luxury associated with the brand’s motorcycles.
The app featured a sleek, minimalist interface that allowed users to access essential riding data, track performance metrics, and connect with other MV Agusta riders. The UI/UX was developed with a focus on usability and intuitive navigation, ensuring that the technology enhanced the overall experience without overwhelming the user. This included integrating features like GPS navigation, ride history, and custom bike settings while maintaining a streamlined, premium aesthetic that aligned with the MV Agusta brand.
Web Design for MV Agusta S.p.A.
I also spearheaded the redesign of the MV Agusta website, ensuring that the online presence of the brand was as bold and innovative as their motorcycles. The website had to serve multiple purposes—acting as an e-commerce platform, a brand showcase, and a community hub for motorcycle enthusiasts.
I ensured that the visual language of the website reflected MV Agusta’s unique blend of Italian craftsmanship and cutting-edge technology. This included a responsive design, immersive imagery, and clear product displays that highlighted the sleek lines and intricate details of MV Agusta motorcycles. The user experience was optimized for both desktop and mobile users, offering easy navigation across bike models, accessories, and customization options while providing a seamless e-commerce journey for potential buyers.
Art Direction for Photography – 2019 Dragster RR Photoshoot
One of the standout moments of my tenure was my role as the Art Director for the 2019 MV Agusta Dragster RR photoshoot. This project was designed to capture the raw power, aggression, and beauty of the Dragster RR, and present it in a way that celebrated both its performance capabilities and its design heritage.
The photoshoot took place in a series of urban and industrial settings, emphasizing the Dragster RR’s rebellious spirit and street fighter aesthetic. My creative direction focused on capturing the bold lines, dynamic angles, and high-performance mechanics of the bike, while the photography showcased the contrast between the Dragster RR’s sleek design and its gritty, real-world environment.
The 2019 Dragster RR photoshoot received widespread acclaim, culminating in being awarded Best Art Direction at Milan Design Week 2019. This recognition highlighted the shoot’s ability to visually communicate the essence of MV Agusta’s innovative design and its balance of style and substance. It was a testament to my ability to bring the brand’s values of performance, luxury, and craftsmanship to life through powerful visuals.
Impact & Outcome
The creative direction across both digital platforms and branding projects significantly elevated MV Agusta’s online presence and customer engagement. The Ride app became a valuable tool for the MV Agusta community, offering a deeper connection to the brand and its products. The website redesign contributed to improved user experience, higher online sales, and increased engagement from the brand’s global audience.
The success of the Dragster RR photoshoot at Milan Design Week underscored the brand's visual impact and reinforced MV Agusta’s reputation as a leader in both motorcycle design and luxury branding.
