Valeria Forlani

It all started with tiny characters sketched in the margins of her schoolbooks. As a child in Naples, Valeria dreamed of becoming an artist. She never imagined that this dream would grow into a 15+ year career journey, taking her across Europe and giving her the chance to shape brands throughout Europe, Asia, and America. Today, she still approaches design with the same curiosity and joy she had as a child, crafting work that is simple yet distinctive, always balancing the brand’s story with the user’s needs. Along the way, she has explored many different paths—UI/UX, brand strategy, service design, product, and even interior design—giving her a truly holistic perspective. For Valeria, design is never just about aesthetics; it’s about care, meaning, and creating experiences that spark a little joy in everyday life.

I love this question!
I think that everything we design should improve people’s life. No matter if it is with beauty, with accessibility, with service or with information & clarity, we always have a responsibility towards whoever will interact with our work.
So for me, the best is a combination of the two, where digital serves as a tool supporting a better and easier analog life. Never exchanging real experiences with digital ones, and always approaching challenges with a holistic and open mindset.

All colors! As a designer, I like to always cross my own boundaries to reach out to the next interpretation of a trend, the next unexpected color combination… or to the next subtle hue change that brings a brand from traditional to timeless.
Anyhow personally, I always find myself sailing strong on all the deep, chilly shades of blue, combined with either saturated contrast-colors or basic neutrals. The color of the deep sea is the color of my soul.

One of my favorite designers of all times is Bruno Munari. A milanese artist and designer from the ‘50 who revolutionized the approach to design in italy forever. There was no limit to his field of influence, he played with graphics, with words and stories, with materials and spaces. He was an artist, but he always focused on the purpose behind his work and approached design with simplicity and beauty in mind. Such a vibe!