Massimo Pitis: Pizza, pancakes and daily bread

Pizza, pancakes and daily bread Cooking has always been a profession in my family. At least for the women. As the first male inheriting the “gift” of cooking, I went against the order and did not follow my family’s footsteps. Instead, I chose a career in design. Despite the differences between the two professional directions I found myself dealing with ingredients, taste, harmony, procedures and recipes. I must say that now, after twenty years of working in this field I don’t see it being much different from cooking. I will therefore introduce my recipes and ingredients with the conviction that, whenever you give the same tools and basic elements to two or more people you will never have a result that “tastes” or looks the same. That’s the beauty of cooking, and of graphic design. Pitis is a design consultancy based in Milan specialized in branding and visual communications. The principal of the agency Massimo Pitis, graphic designer and art director, works in many areas of visual communications including exhibition design, corporate, and brand identity. Founder of Vitamina, he went on to become Creative Director of Landor Associates Italy. In 2007, he founded Pitis, visual design agency and consultancy. In 2001, he won the italian Art Director’s Club Prize in the Corporate Identity section. From 2005 to 2007, Pitis chaired the Bureau of European Design Associations. In 2009, he was invited to represent Italy at the Design Biennale in Gwangju (South Korea). Pitis teaches at IUAV San Marino.