日本語

IDEA, issue n°14, 1955 – 'Franco Grignani and Dompé pharmaceutical firm'

This article presents Franco Grignani as a leading figure in Italian advertising design through his long collaboration with the Dompé pharmaceutical company. Based in Milan, Grignani applied his architectural training to create abstract, visually compelling advertising that replaced argumentative persuasion with powerful graphic impact. As art director of Bellezza d'Italia for nearly a decade, he integrated photography and drawing to express medical effects and disease in innovative ways. His multidisciplinary practice shaped Dompé’s visual identity, producing pharmaceutical advertising that engaged both professionals and the general public with lasting freshness.

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