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From concept to implementation

Design and communication are inseparable concepts. Every choice – form, function, ergonomics – creates a language inseparable from the brand.


For this language to be consistent and truly effective, it takes a method for analysing context and defining objectives; experience to understand different markets and cultures; and multidisciplinary know-how to develop coherent branding, websites and integrated marketing strategies.


For over 20 years, I have used these assets to turn insights and ideas into solid corporate identities, capable of representing and conveying a company’s image around the world.

Domenico Amodeo

Who I work with

SMEs, professionals, public administration

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your brand shine?

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your brand shine?

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Client

MyBusiness

Date

March 2025

Sector

Software - F&B

Services

Branding
Corporate Identity
Web Design

The challenge

Challenge

MyBusiness was a solid product — a modular ERP suite for SMEs — but it lacked an identity: no brand, no logo, no marketing materials. MyBusiness existed as business management software, but it did not exist online at all. No logo, no registered name, no presentation materials: just a demo installed to suit each prospect, which the founder showed to clients. The product spoke a technical language, while potential CFOs, IT consultants and entrepreneurs wanted to understand at a glance how it could reduce time, errors and costs. The challenge was twofold: turn an almost “invisible” application into a recognisable brand and build a digital ecosystem that converted casual interest into demo requests. The objective was simple: create a recognisable brand, a corporate presentation explaining the modules and benefits, and a showcase website capable of generating B2B leads.

Audit & Insight

The audit identified what was needed to build a brand and the best channels for communicating it, establishing a clear, coherent roadmap. Identifying the target audience took up much of the initial development, but helped define the communication objectives and corporate approach for a distinctive B2B product/service in a constantly evolving sector with a very broad range of applications.

The proposed solution was to build a brand that communicated complexity simply and made the different possible solutions accessible.

Approach

Logo

Logo design

Starting with an unbranded product, the first priority was to turn the software’s technical essence into a memorable “sign”. The name MyBusiness suggests that the platform “takes charge” of its user’s business. The logo plays on the same idea of continuity: the “m-y-b” monogram traces a fluid circuit, almost like a cable connecting departments and data, while the linear, slender “BUSINESS” lettering conveys solidity. Bright lime green represents operational energy, while graphite grey expresses the analytical side. Together they speak of efficiency without becoming weighed down by high-tech rhetoric.

Corporate Identity

Identity
Once the mark was established, we built an identity system around it so the team could communicate consistently across touchpoints: presentations, white papers and software dashboards. The manual opens with a restrained palette — lime, graphite and off-white — so the real colour comes from dashboards full of insights. We designed a set of soft-rounded icons echoing the monogram’s curves and defined modular 8px spacing rules: from a UI badge to a slide footer, everything breathes at the same rhythm. The corporate presentation supporting the sales team during demos (42 slides!) tells the story of challenges and solutions through monochrome photographs and lime highlights, guiding the eye towards concrete benefits: less waste, visible margins and data-driven decisions.

Web Design

Design
The website is designed as a real-time demonstration of what the software promises: clarity and speed of action. Pleasing parallax effects and consistent interaction. The features page flows in a single movement, guided by a sticky side menu acting as a vertical map; each section describes one module. The CTA is simple and invites visitors to book a demo, worth more than a thousand words. Alongside it, an SEO-optimised knowledge-base blog hosts practical articles on food cost, electronic invoicing, KPIs and the wider F&B world. The tailored editorial plan is the bridge that turns curiosity into qualified leads.

Results

Results
These three directions — a memorable name and logo, a modular identity and an experiential website — transformed MyBusiness from “invisible” software into a recognisable brand, ready to speak with authority to food and beverage SMEs.
Domenico understood the complexities of our ecosystem and explained them simply to our audiences. The quality of his work, his design and his ability to develop our brand now allow us to approach the market professionally and effectively. The software hasn’t changed, but its perception has: businesses now immediately understand why they should choose us.

Edoardo Scinetti - CEO & Founder

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