The document outlines a branding approach emphasizing the balance of rational and emotional values to build consumer trust. It identifies five essential attributes for effective branding, including charisma, desirability, sharing beliefs, and consistent communication. The 1.618 branding model aims to achieve universal beauty and distinction through a collaborative and creative process across various industries.

1. OUR APPROACH
“Branding is the systematic approach of finding the perfect balance of Rational and Emotional
values that a company or organization shares with its consumer or public. Sustainably growing:
culturally, socially and financially.”
— G.Cinquepalmi, Founder and MD
In the past 10 years we have been studying and TRUST is the fundamental element of any
researching patterns within various industries, to relationship, whether it be client-vendor, man-
identify what are the characteristics of a great woman, consumer- supplier. If a client trusts our
product and brand. brand, product or service, then they will base their
choice beyond price.
We discovered that there are mainly Five (5)
attributes that excellance brands and product Building Trust isn’t easy, Achieved Hard and lost
share. easily, Unless the process is made self-sustainable.
We must never compromise on key features, and
Whether we are Creating a Brand, a Product or
alway be clear, delightful and relevant.
Designing a Business, the five elements are the
pillars of our strategy. An important but easily overlooked element of a
Remarkable Brand is CONSISTENCY.
We begin with CHARISMA, which means defining
a unique distinctive point, the key differentiator, It’s their ability to be essential, concrete and
that single factor that makes us stand out from the credible over time. Keeping the core feature but
crowd. open to customization and Renewing again and
again.
Then we move to DESIRE, Desirability not only
implies the mastering of Aesthetics, which is a Bright ideas are never born by chance. They
matter of Balance and Proportions between involve a large number of people, from different
Shapes, Colors and Volumes, but mostly how well disciplines, working effectively together to
our Product or service identifies with the custo- achieve unconventional results.
mers, defining the tone of voice and the empathy
That’s how we work.
with the client.
The next step is to share our beliefs, Creating on
the target a Sense of BELONGING; they need to
believe what we believe, and feel part of the
Company, Challenge or Cause. Embrace and share
our unique story, Creating a unique identity.
1.618 Wuxing Branding Model.

2. *
is an Italian branding and strategic INDUSTRIES & CLIENTS
- Automotive - Food & beverages
design group. It is born from a joint venture of five Alfa Romeo Heinz
Italian agencies (Equent, Jinglebell, Lumen, Vango- Aprilia Ferrero Kinder
Ferrari Nespresso
gh, Wweg), each one best in class in its specific Fiat Chianti
market, rendering us the most awarded Italian Vespa Piaggio Ferrarelle
Kellogs
agency in the last ten years. - Beauty & wellness illy
Acqua di Parma Barilla
Our fields of competences vary from Branding Fitness First Zuegg
Kroff Wing Lee Wai Wine
strategy, Corporate Branding, Consumer Branding,
and Event Design. Our knowledge and creative - Consumer goods - Inf. Comm. Tech.
Bticino E-bay
approach are conceived to give brands charisma Candy-Hoover IBM
and distinction. Offering our experience of more Henkel Microsoft
Unilever Vodafone
than 30 years in the field. Samsung
- Fashion & Luxury Sony
Hermès Sharp
1|618. Is a name, a number and a mission. Hacket London
Hydrogen Jeans - Pharmaceuticals
It is the so called “golden ratio”, ultimate expres- Fiorucci Fortis
Refrigue Bayer
sion of universal beauty in Italian Renaissance, Johnson& Johnson
and also perfect synthesis of our design philoso- - Finance & Services
phy, based on systems of harmony and proportion. Barclays - RE & Construction
ICC Hong Kong Leighton Asia
We use our heritage to reveal it and design the HKPC Leigh & Orange
future. HK Tourism Board
Ing Direct - Others
* Pronounced "one - six one eight" Unicredit Group A.C. Milan
UBI Banca JTI
HIGHLIGHTS & AWARDS UPS Sony Music
We are the most awarded company in Italy: United Nations WFP
Walt Disney
Red dot design Awards – The webby Award – Freccia
d'Oro – Archive – Targa Oro – Favorite Website Awards
– Mediastars – Grand Prix absolute – Grand Prix of CONTACTS
section – Pentawards– Promo gift award – Design of HONG KONG ITALY
the year (Vogue, Glamour, Fashion Magazine)
info@1618group.hk Via Tortona, 4
+852 35638015 20144 - Milan
(+39) 02 89403124
FOCUS AREAS LOCATIONS
Branding Strategy Milan AUSTRALIA PRESS ENQUIRES
Corporate Branding Barcelona GF, 140 William Street Mr. Chan
Consumer Branding Dubai East Sydney, NSW 2011 Press@1618group.hk
Event Design Hong Kong Sydney
Brand experiences London (+614) 04083214
Project management Moscow
Product Design São Paulo
Sound identity Sydney
Strategic Design