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checcoluzi

Art Director & Artisan

Francesco Luzi, known as Checco, is an art director, artisan, and multifaceted creative who crafts bespoke accessories and amenities for luxury hotels. Over time, he also developed his own brand of bespoke pajamas. On the one hand, we became his go-to partner for visual execution, working closely on numerous and different projects. On the other hand, we helped him differentiate his two businesses by building two distinct websites, one for his work as an art director and one for his own brand, emphasizing his unique personality and values.

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.

Visual Support

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.

Digital Experience

More 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.

Close-up of white fabric with colorful wolf silhouettes in yellow, blue, purple, green, orange, and red, and a light blue button with the word ST REGIS embossed.
Folded white pajama with a colorful pattern of small cartoon-style wolves in red, yellow, blue, green, orange, and pink, partially wrapped in translucent paper with a green circle sticker labeled 'ST REGIS ROME', next to a light teal box.
White baby bib with a colorful pattern of wolves in red, yellow, blue, green, orange, and pink scattered across the fabric.
Close-up of a white folded t-shirt with a label inside the collar reading 'St Regis Rome' and a white satin ribbon with gold lettering and logo also reading 'St Regis Rome'.
Close-up of a beige rectangular tag with 'VILLA SAN MICHELE' in bold reddish-brown letters attached with a white string to a textured white fabric with additional fabric labels featuring similar text and a small emblem.
Close-up of tote bag corner with detailed pink and red rose pattern and textured fabric, showing part of a blue handle in the background.
Close-up of a beige canvas drawstring bag with black straps, featuring black architectural sketches and the text 'LE GRAND HOTEL'.
Close-up of tote bag corner with detailed pink and red rose pattern and textured fabric, showing part of a blue handle in the background.
Logo Checcoluzi with black text and white background with logo Altroche with white text and black background.

Tommi supported us in redefining a brand identity and social media with original and creative ideas. Furthermore, he has always proven to be a reliable and high-quality professional in the creation of static and motion graphic content. I definitely recommend him.

Devin Visani
CEO & Founder, Weeshop

I worked with them for 3+ years now, redesigning my websites and working with several clients on projects spanning from branding to digital and printed design.
I appreciate the speed, creativity and the clear communication throughout the process. The best partner I have ever had!

Picture of Checco Luzi.
Checco Luzi
Luxury Artisan

I enjoyed working with them and am happy with the experience. They were incredibly communicative and easy to talk to from start to finish. Not only did they deliver on time, but also kept me in the loop throughout the entire process. I highly recommend them to anyone seeking skilled and cooperative professionals.

Julie M.
Founder

25+

brands helped in Europe and beyond

85%

client retention rate over one year

16+

years of combined industry experience

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Think Big. Build Lean.

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