Controversa meets: AM

Arianna Morimando and Alessia Marchioro met in 2015 and realized they didn't just share their names’ initials, but much more: in 2020 they chose to become AM, a creative duo that deals with business design. Controversa was born after a path in which, together with Nicoletta Zamunaro, they have defined the different strategic and operational phases of sales, communication and collaboration.

Hi Arianna and Alessia! We've known each other for a while now but we'd like you to introduce yourselves again in a Controversa way! If we think of a box containing a kit that would tell something more about yourselves, what would we find?

Our boxes would share some things we have in common and some things that are pretty different. We are a creative duo that shares a lot, but that over time has made elements of diversity the greatest tool for reading and understanding reality, paths, projects, under multiple facets.

In Alessia’s box we would find a film camera that tells of her analogue soul with a creative touch, that manages to combine intuitions from the past with a very future-oriented vision. Concert tickets galore, because music has always regenerated her. Her first escape from home dates back to the age of two and a half: the box holds the memories of the small and big journeys of her life, all to be jealously guarded.

In Arianna's box we would certainly find Seth Godin's Purple Cow, a book that her mother gave her when she was 12 years old and that from that day on has never made her see a product with the same eyes again. A fountain pen for fluid writing, the main tool for crystallizing her creative flows, which are sometimes also a bit of stream of consciousness. And some biscuits for Scott, her dachshund, a great companion for all her adventures.

What aspects of your work do you enjoy the most?

In our work, the sharing, the contamination of ideas, the creative connection, the ones that unites minds and gives birth to projects, are definitely lifeblood and at the same time great satisfaction. We like to observe and discover the true essence of products and brands. A refined, behind-the-scenes work. An articulated process to give entrepreneurial dreams their full emanation. Shaping ideas, touching them, and sharing them with the market is the reason why we say yes, we want to keep doing what we do.

Looking back, what has been a challenge in your career path?

Although at different times, we both left the “9am-6pm” job to dive into the articulated (and sometimes hindered) path of free-lancing. Leaving a familiar path to embark on an unfamiliar one was exciting but also scary. We managed to evolve in our role, in our working dimension, accepting the infinite facets of a job that is not well defined, a bit fluid, but which is nevertheless a secret tool to continue to cultivate our own and our clients' potential.

What have been the particularly bright moments?

Every time we launch a brand, every time what was just an idea sees the light of day in the form of a product or project, we remember why we chose to do what we do. We are surrounded by magic, all we have to do is look. To multiply it, it is important to collaborate. And to create. Without prejudice, with imagination and planning.

What has your contribution been to the Controversa project?

In this case, we can really say that Controversa chose us back in June 2020, but we choose each other every day to give continuity to this entrepreneurial dream. We accompanied Nicoletta, owner of Fustellificio Vicentino, throughout the business design process and in the strategic and operational phases of sales, communication and collaboration.

How did you reuse your Controversa?

Every time a new box is made, we want to take it home! We've kept a few, of various sizes, and we've really reused them in many ways: small velvet ones for everyday jewelry, some with winter patterns for Christmas decorations. Alessia has a lovely one that contains some things from when Nina (her daughter, 3 years old) was little. Arianna has one with all the bills, what a nightmare!

Controversa was created as a tool for different businesses, so it is also for your business: what would you like for your professional future? Are there any other tools you feel you need?

We would like to be able to continue doing what we love, but even more so to work on projects that are truly in harmony with nature, with people, that value women and testify that women and work are a possible combination.

To whom would you recommend Controversa?

To those who recognize Controversa as a communication tool, a new piece of storytelling, not just a box.