Paolo Fontana reaches linear and unexpected results by creating systems of brand, products and services that instill a distinct user experience.


The value of a unique brand that support market position is obvious. Discovering the essence, defining it and creating the experience is not so obvious. It takes some balancing of left and right thinking to arrive at the perfect place and unlock the magic.


Communication design attract, inspire, create desires and motivate the people to respond to messages, with a view to making a favorable impact to the bottom line of the commissioning body, which can be either to build a brand, move sales, or for humanitarian purposes.

Product and Pack design

Paolo conducts extensive research, collaborating with creative and experienced designers to bring out-of- the box solutions. He also creates packaging systems that really reflects the qualities of the brand and the product inside it.


It all started in 2000 when the first wayfind projects was developed. Signage is the perfect combination of various disciplines, both in bi-dimensional and three-dimensional way. It’s really exciting to create a system that has to be functional, pleasant and interacting with the architectural space.

Exhibition and Booth design

Paolo designs non-standard exhibitions, where priority is to find the right way to align a good concept, costs and cutting edge technology. He works to convey the qualities and the emotions that products bring with them, trying to touch different strings.

Website and Videoclip

Website and UX complete and give full power to clients visual identity. Simple animation is a medium through which issues and scenarios can be explored in ways that are impossible to execute with live action filmmaking.


Paolo works as Art director, Graphic and Product designer from over 20 years.

He completed visual identity projects, Btl and Atl tasks and various creativity assignment, developing museum exhibitions, trade fair booths and tailor-made sign systems projects for companies and public spaces.

Proposing technical and creative solutions in graphic and structural design aspects – from pure design sketches to managing a creative team – he collaborates with architects, artists and artisans adapting his visual experimentation approach to the new requirements.


He works on industrial design projects for some companies based in Shanghai, proposing solutions – from design to prototyping, up to the local production check phases – in the office and stationary market sectors.


Paolo was Art director of the Fondazione March for contemporary art, taking care of the communication materials, exhibitions catalogues and workshops documentation, including the visual identity of the first three editions of Detour, a travel film festival.


From 2008 to 2012 he participated in various stop-motion videoclips for commercial and cultural projects, co-founding the ‘Macinino project


Paolo designed some furniture elements partecipating in the first 3 editions of the Milan Design Week – Padiglione Satellite for young designers, as well as some international exhibition (Helsinky and Frankfurt fairs).


He had experiences in the academic field, teaching in graphic design at some italian universities and private institutions.