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GG−OFFICE on moving between analogue and digital with intention
GG−OFFICE emphasizes a fluid approach to branding that integrates both analogue and digital processes, allowing for a dynamic identity that evolves with context rather than adhering to a fixed style. This strategy encourages brands to embrace their unique narratives and local influences, fostering a more authentic and intentional design practice that resonates with their audience.
The Brand Identity: GG−OFFICE operates from a baroque apartment in the heart of Modica – a place in Sicily with strong roots in local history, from which founders Enrico Gisana and Francesca Giampiccolo are trying to grow something new. The independent studio, established in 2021, moves between analogue and digital: sketches get transferred to screen, then printed and torn and folded before being scanned back in.
In our chat, they discuss Sicily’s influence on their practice, why dysfunction can be a stimulus, and what it means to design identities that move with intention rather than defend a fixed style. TBI Hi Enrico and Francesca, how are you both? GG We’re doing well, thanks for asking. A simple question, but one with a slightly more complex answer. At the moment, we’re partly victims of weather-related mood swings and partly carried by the energy that comes with the beginning of a new year.
Other than that, we’re in a sort of alert waiting mode, curious to see what 2026 has in store for us. TBI How did you two meet, and why did you start GG-OFFICE together? GG We met while working at the same place for a few years. Then, shortly after the COVID period, we took slightly different paths. Enrico started working as a freelance designer, while Francesca allowed herself a small luxury – a sabbatical. In reality, we never really stopped collaborating. At first, it was just a few projects, often with international clients, also because Enrico’s English was – and still is – pretty questionable.
At some point, we realised that what we were doing had continuity and its own identity, so we decided to give it a name. That’s how GG-OFFICE was born, initially working remotely between Modica and Ragusa. When the workflow became more structured, we felt the need for a physical space and found it in the heart of Modica: a historic, very baroque apartment that immediately felt right. A place with strong roots in local history, from which to try and grow something new. TBI What’s the story behind the studio name? GG We discussed it for a long time. Many ideas came up, but none of them felt fully representative of our many different sides.
We’re two people whose ideas often converge, but at the same time we’re very different, with approaches and emotional responses that can be completely opposite. What we’ve always shared, though, is a love for synthesis. When Enrico suggested ‘GG,’ simply by combining the initials of our surnames, we immediately felt it worked. Later on, talking with friends and family, Francesca’s son, who was eighteen at the time, pointed out that in the gaming world, ‘GG’ also stands for Good Game, something you say when a match has been played particularly well.
At that point, we had no more doubts: it was exactly what we were looking for. Dysfunction turns into a stimulus to do better. Dysfunction turns into a stimulus to do better. TBI You mentioned that Sicily plays an important role in your work. How does the territory you operate in shape your approach? GG This happens on several levels, which we’ll try to summarise in points. Richness – without falling into easy local pride, knowing our territory allows us to know ourselves better.
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The article presents a significant perspective on branding that blends analogue and digital processes, which is increasingly relevant in today's design landscape, though the concept of fluid branding is not entirely new.