I began collaborating with Gianni around 2020, first on a different venture called Burocracy and then on his personal project, Mezza Tazza. Mezza Tazza is a coffee consulting platform focused on deep insight, rigorous information, and expert interpretation within the specialty coffee world.
For Gianni I led a graphic restyling, refining and re-editing the existing logo and generating a suite of illustrations and visual assets that supported the brand’s voice. I translated complex coffee concepts into visual logic that maintained credibility and clarity. I designed custom graphics that paired with his information flow, helping them land with authority and openness.
I built the Instagram content strategy and produced content consistently for about two years, from 2020 through 2022 and into 2023. I oversaw planning, messaging, scheduling, and visual execution. I also contributed art direction for photo shoots executed by Stella Bortoli, ensuring visuals matched the intellectual depth of the content.
Coffee is a highly technical domain, with specialized terminology and nuanced data. The core challenge was to create a visual system and content strategy that conveyed expertise without alienating audiences. I needed to present data, processes, and insights clearly while maintaining a compelling and relatable voice.
I structured the visual language to support information hierarchy and readability. I developed a consistent style for illustrations that made technical explanations intuitive. In social content I layered expert commentary with visual cues that helped audiences understand and retain complex coffee knowledge.
A further challenge was shaping Gianni’s personal brand through social platforms. This involved aligning his unique voice, tone, and subject matter expertise directly with the content strategy. Every post needed to reflect his credibility and depth while remaining human and digestible.
The Results: Strengthened domain authority through coherent identity and expert-led content.
Visual Identity and Brand Assets
The logo restyling and asset creation brought clarity and consistency to the brand. I developed a visual language that supported both technical depth and narrative fluidity, enabling Mezza Tazza to have a distinctive, recognizable look across platforms.
Social Platform Growth and Engagement
Through a defined content strategy and regular publishing, the Instagram channel became a trusted source of insight in the coffee community. The content I developed emphasized depth, structured knowledge, and expert interpretation. Followers engaged with technical breakdowns, data visualizations, and coffee expertise in a way that reflected both authority and relevance.
Content Quality and Expertise
Working with Gianni expanded my understanding of coffee content and sharpened my ability to translate technical information into approachable learning. The project deepened my experience in crafting content for personal branding, shaping a strategy where the founder’s voice, knowledge, and presence became a central element of communication. The authenticity and competence inherent in Gianni’s voice became a strategic advantage that grounded the content and differentiated the brand.