FS Brand Identity

“Every moment is a new beginning.”
T.S. Eliot

I believe deeply in my capacity to evolve, transforming myself and embracing the changes required both within and around me.

In a pivotal moment of transition tied to my journey as an independent professional and during a medical challenge, I began to reflect on my new corporate identity through the sense affected: sight.

The world as we perceive it is a manifestation of our perceptions. It represents an illusion of appearances, often referred to as the veil of Maya. This term was popularized by Arthur Schopenhauer in his work “The World as Will and Representation,” where he explores various metaphysical and epistemological concepts rooted in Hindu philosophy.

Quain Brothers Anatomy, London, ca. 1850

What is particularly compelling about this interpretation is that it highlights how our observations do not reflect an absolute truth. Instead, everything is subjective and open to varied interpretations by different individuals. There is no single, universal truth; what one person may view as a flaw can be seen quite differently by another. This understanding invites us to embrace the richness of diverse perspectives, reminding us that our realities are shaped by the unique lenses through which we each observe the world.

The visual perceptive “defect” in the context of my Brand Identity serves as a tool for the story telling. It starts with an examination of the project’s core (the imperfect self) and evolves into a coherent narrative that reflects my altered perspective. This journey embodies my understanding of what it means to create a “good project,” capturing the essence of the Genius loci.

Prof. Pievani highlights that our evolutionary journey is often the result of a series of beneficial imperfections. These imperfect structures not only define our development but also provide crucial insights into the path we’ve taken throughout evolution.