Attoma.me: Crafting a Platform Where Design Practice Meets Cultural Discourse
Attoma.me was conceived as a digital space to share reflections, experiences, and projects shaped by decades of practice in the field of design. Curated by Giuseppe Attoma Pepe, one of Europe’s pioneers in design strategy, the site aims to spark conversations, draw lessons from the past, and offer fresh perspectives for the future of design. Our role was to design and develop an identity and platform that would convey Giuseppe’s voice with clarity and authority, while remaining open, accessible, and engaging to a wide audience of professionals, students, and institutions.
Challenges and Solutions
1. Designing a space for reflection rather than a portfolio: The first challenge was to avoid the conventions of a traditional consultancy or personal showcase. Attoma.me needed to be a living archive of thoughts, theories, and practices, not just a collection of past work. We addressed this by creating a simple yet flexible architecture, where ideas and projects could be presented in an editorial tone, allowing the site to grow organically over time.
2. Balancing authority with openness: With Giuseppe’s thirty years of experience, the site had to convey credibility without becoming overly formal or academic. We worked with a visual system that is minimal and precise, using strong typography and clean layouts to highlight the content while keeping the tone contemporary and approachable.
3. Blending personal voice and professional legacy: Another challenge was how to reflect Giuseppe’s dual identity — as the founder of Attoma, a Paris-based agency that pioneered user-centered design in Europe, and as an independent consultant and design thinker. We crafted a narrative that allows both voices to coexist: personal reflections sit alongside professional case studies, creating continuity between past achievements and future explorations.
4. Creating an identity rooted in design culture: The site needed to feel like more than a blog. It had to embody a design culture that speaks to complexity, systems, and transformation. We curated a restrained palette and editorial style that reinforces the intellectual depth of the content while remaining visually elegant and easy to navigate.
Results
The result is a digital platform that feels both personal and institutional. It communicates Giuseppe’s thought leadership in a way that is accessible, engaging, and resonant with a wide audience. By focusing on clarity and coherence, Attoma.me has become a place where design theory and practice meet, where lessons from past decades are framed to inspire new directions.
The site has already begun to serve as a reference point for peers, clients, and students who follow Giuseppe’s work. Its clear structure encourages exploration, while its understated design gives full prominence to the reflections and projects it hosts. Instead of being a static presence, it offers the flexibility to grow into a publishing platform for future essays, talks, and initiatives.
Conclusion
Attoma.me is more than a personal website; it is a cultural project. Through a careful balance of clarity, openness, and intellectual depth, we created a platform that amplifies Giuseppe Attoma Pepe’s voice while situating it within the larger conversation on the future of design.
By avoiding unnecessary ornament and focusing on structure, readability, and tone, the site succeeds in becoming what it was meant to be: a place to reflect, exchange, and imagine what design can achieve in the decades ahead.