The Selling Flow is a document that is distributed to Ermenegildo Zegna's Customer Advisors. It includes the actions that must be done in order to fulfill the customer's needs, from the initial welcome to the final leave. The Selling Flow aims to the customer's loyalty and lets him see the brand as a benchmark for the future.
The first map was very institutional, cold and impersonal and it needed a restyling that was able to fully reflect the classic yet up-to-date style of Zegna.
While keeping the structure of the Selling Flow untouched we decided to give it a visual twist through a palette that was more representative of the brand and through the use of illustrations, in order to make the reading simpler and ease the tone a little bit.