Sometimes the best place to start is the origin.

What do origin stories, Spaghetti Carbonara, and design strategy have in common? A lot, actually. Examining origin stories is part of the fabric of Studiolo Secondari’s Discovery Process: a complete contextual analysis we undertake for brands, companies, or even recipes, such as Spaghetti Carbonara.

Contextualizing the evolution of an organization from past to present is a critical aspect of our Discovery Process. For example, the origin story of a logo can help identify the core values to carry over into a brand’s next evolution — and this plays a role in the forward trajectory of the brand’s vision and mission in the future.

Sometimes there's a lack of consensus around the origin.

In the case of cooking, the origin of a recipe can explain the presence (or lack) of certain ingredients — and recipes can be adapted and reimagined over time. Back to my example — yummy, creamy, bacon-y, Spaghetti Carbonara. Interestingly, the origins of this popular dish aren't clearly understood. In fact, its provenance is the subject of intense debate in Italy. 

Some believe Spaghetti Carbonara is an ancient Italian recipe because it doesn’t include tomatoes, which don't appear in Italian recipes until after the discovery of America, AKA the birthplace of tomatoes. Others believe it was created during World War II, due to the presence of the eggs which American GIs were given as rations. (Check out this University of Illinois article for more on the history of the tomato.)

The origin, and related stories, inspire design strategy.

Whether it’s competing origin stories (as with Spaghetti Carbonara), differing stakeholder views, or varying audience needs, Studiolo Secondari conducts rigorous and empathetic research to weave these stories and viewpoints together into an engaging and multifaceted vision. By reexamining an organization's provenance and orienting the message through engaging internal and external collaborators, Studiolo Secondari lays the groundwork for inspiration and clarity to support the creation of something new and compelling in the present. Ultimately, the goal is to yield something deliciously satisfying.

If reading this article…

• sparked your curiosity about what Studiolo Secondari’s Discovery Process looks like in action, check out how we helped the Association of University Presses and Johns Hopkins University Press case studies.

• made you hungry for Spaghetti Carbonara, check out the recipe on my blog.