Art Director & Artisan

Describing Francesco Luzi, known as Checco, in a few simple words would be impossible. He’s an art director, artisan, multifaceted creative, and now even a good friend. After decades of experience in the luxury hospitality sector, he decided to work independently. He started collaborating with prestigious hotels, such as St. Regis Rome and Villa San Michele Belmond, to craft bespoke collections of gifts, amenities, and accessories designed to welcome and surprise guests. Over time, he also developed his own brand of bespoke pajamas, made in Italy by authentic artisans.

As he was managing a wide range of projects by himself, he needed a reliable design partner to support execution across print, digital, and motion, who could deliver consistent, high-quality visuals under tight deadlines. So, we became his go-to partner for visual execution, collaborating closely on projects for leading hospitality brands, including tote bags, dispensers, packaging, and hats. Over time, we’ve helped him give visual shape to his ideas and bring them to life for more than 20 brands, including Belmond and Four Seasons.

ore recently, Checco decided to start his own brand of bespoke pajamas under the name ALTROCHE. So, there came the necessity to build a website that not only included his work as an art director but also as an artisan. We discussed together how best to display these two faces of his business, considering the possibility of building one or two different websites.

After multiple iterations and considering the fundamental differences in services, we decided to go with two digital experiences: one where Checco can showcase his past work as an art director to attract new clients and one specifically designed for his new brand. For the second website, we made sure that the design and copy matched the artisan’s core values: quiet luxury, craftsmanship, and sustainability.