Big Feelings

The hardest part of the new Pegoretti site was translating their feeling — their character, their personality — into something digital. The site becomes the brand for anyone who hasn’t been to Verona. Get the tone or the rhythm wrong, and you’ve quietly invented a different brand. That’s a lot of responsibility, and a lot of risk.

We knew what we wanted to capture: an abstract sense of wonder, possibility, the chaos and creativity that comes out of this very particular workshop. But websites have rules. Things have to be readable. They have to render across devices. You can’t just let it all run wild.

So the question was how to marry the two. Our answer was a fresher, more scattered layout — breaking the grid where it counted, holding it where it mattered. The homepage sits astride that line: it gives people what they expect to see, but places it with more play than a typical site would allow. Surprising, but still working within a system.

A big part of the feeling came from the photography, and that was a project in itself. We art directed the shoots, took every photo ourselves, and then placed each one with care across the site. Nothing stock, nothing borrowed — every frame chosen and positioned to do a specific job. The grain of the workshop, the colour of a fresh paint job, the quiet of a finished frame on a stand. The photography does half the work of telling you what Pegoretti is.

The colours, the fonts, the spacing — all chosen in the same spirit, to give the exact feeling. The whole thing, in the end, is an expression of feeling.

The whole thing, in the end, is an expression of feeling.