Francesco Paternoster 
Art Director, visual researcher
About  |  Art  |  Teaching  |  AI
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Politecnico di Bari - Industrial Design
Branding Design course

The course is built around a clear goal: guiding students toward an understanding of the brand as spirit, vision, and cultural stance—far beyond its reduction to a logo or a graphic mark.

The course actively encouraged experimentation, risk-taking, and at times even a deliberately irreverent approach, pushing students beyond the safe and didactic boundaries of traditional Apulian cuisine.


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Free University of Bozen-Bolzano, Design and Art Faculty

Branding and lettering explorations as design and narrative tools.
The course combined theory and practice, encouraging a critical approach to visual identity and typography, with a strong focus on experimentation, the creative process, and coherence between concept and form.