I’m Massimiliano (Max) Bosio, founder and Creative Director of Nascent Design. My background is in Visual Communication Design, Brand Strategy, and, more broadly, it stems from a deep fascination with the way design shapes and defines not only objects but also perceptions. I founded Nascent in Milan about 20 years ago with a clear intent: to create an agency that could combine strategic clarity with visual impact, where branding wouldn’t just be an aesthetic layer but a tool for transformation.
Nascent was born from the idea of creating something new, hence the name. We wanted to offer something that wasn’t simply trend-driven but deeply thoughtful—able to help brands not just communicate better, but become better. Over the years, we’ve grown into a multidisciplinary team that works across branding, visual identity, naming, digital design, motion, and increasingly, strategic innovation.
[Interviewer]
“Nascent” is a very evocative name. How do you see this idea of “emergence” reflected in your work as a creative and design agency?
[Max Bosio]
I see it in two ways. First, there’s the emergence of the brand itself—our role is often to help clients articulate their essence for the first time, or to rediscover it in a new light. Whether it’s a startup launching its first product or a heritage brand going through a rebranding, we approach the project as a process of emergence: of values, of vision, of meaning.
Second, there’s the emergence of design innovation. We’re always looking at what’s next—not just in terms of style or technology, but in terms of behavior, culture, and how brands can evolve to stay relevant. Innovation is not an add-on for us; it’s integral. It shows up in how we use AI in creative workflows, how we build flexible visual systems instead of rigid manuals, and how we encourage clients to adopt iterative, strategic thinking.
[Interviewer]
Let’s talk scope. Many people still associate creative agencies with just logos or advertising. How would you describe the actual scope of Nascent Design’s work?
[Max Bosio]
That’s a great question, and one that touches on a real misconception. At Nascent, we define ourselves as a strategic and visual design agency. This means our scope starts with brand strategy and continues all the way to implementation—visual identity, naming, brand architecture, tone of voice, digital design, packaging, editorial systems, motion graphics, and more.
Branding is often where we start. We help organizations clarify who they are, what they stand for, and how they want to be perceived. This involves deep strategic thinking—brand purpose, positioning, audience segmentation, competitive analysis, etc. From there, we translate strategy into a strong, coherent visual and verbal identity that can live across all platforms.
We also design experiences—not just logos. We think in terms of systems, not symbols. Our work is about consistency, distinction, and depth. And increasingly, we also help brands design content ecosystems, especially in the digital space, where you need to engage continuously and meaningfully.
[Interviewer]
In your experience, what are some of the core principles that guided you in founding and sustaining a design agency like Nascent?
[Max Bosio]
I’d say the first is curiosity. When we started, we weren’t interested in following the rules of the traditional agency model. We wanted to experiment—not just with style, but with process, with strategy, with the relationship between brand and user. That curiosity continues to fuel how we work.
The second is depth. Surface design can be beautiful, but it often fades quickly. We wanted to dig deeper—into culture, into language, into psychology. That’s why strategy and design are inseparable in our process.
Third, I’d say independence. We’ve always valued the ability to choose the kinds of projects and clients that resonate with our values. That doesn’t mean we don’t compromise or adapt—but we’re intentional. We work with institutions, luxury brands, tech startups, and cultural organizations—but only when we see alignment in vision.
Finally, collaboration. Internally, we operate as a flat, multidisciplinary team. Externally, we collaborate closely with clients, seeing them not as brief-givers but as co-creators. We often involve them in strategic workshops, moodboarding sessions, even naming processes. That exchange is vital.
[Interviewer]
Let’s shift to the context. Milan is known as one of the world’s design capitals. What does it mean to operate a creative agency here, in such a vibrant and competitive environment?
[Max Bosio]
Milan is an incredibly stimulating place to work in design. There’s a historical reverence for quality, for materiality, for aesthetics. But also an openness to experimentation. The cultural density here is unique—you’re constantly exposed to art, architecture, fashion, publishing, gastronomy—and that feeds creativity in subtle ways.
At the same time, Milan is a city of contradictions. It’s elegant but radical, corporate but independent, traditional but innovative. Thriving as an agency here means you have to understand and play with these dualities. It also means embracing competition. There are amazing studios, both big and small, working in every corner of design—from furniture to communication to digital. That drives us to evolve, to stay sharp.
What we’ve tried to do at Nascent is build our own identity within this ecosystem. We’re not trying to be the biggest or the trendiest agency—we’re trying to be the most thoughtful. Milan rewards that. There’s a market for precision, depth, and clarity. And being based here also gives us access to international opportunities, while remaining grounded in Italian culture.
[Interviewer]
Events like Salone del Mobile are cornerstones of Milan’s creative calendar. How does the design and culture scene influence your work—and your clients?
[Max Bosio]
Salone del Mobile is much more than a design fair—it’s a mirror of how creativity, commerce, and culture intersect in Milan. Every year, it energizes the city, attracts the world, and reminds us that design is a living, breathing part of daily life.
For us, it’s both inspiration and opportunity. It’s a moment to connect with peers, see what’s emerging, and also to showcase work. Sometimes our clients launch new projects during the Fuorisalone; other times, we simply absorb the atmosphere and bring that energy into our practice.
Beyond Salone, Milan has a very active cultural ecosystem. Design Week, Art Week, Fashion Week, BookCity, even local exhibitions and talks—there’s always something happening. That rhythm becomes part of your creative metabolism. You develop a sensitivity to how design is received by people—not just how it’s created.
Has the local creative culture influenced the type of clients you work with or the kind of work you’re drawn to?
[Max Bosio]
Absolutely. Being based in Milan has helped us build long-term relationships with clients in fashion, design, architecture, and lifestyle—but also in institutional and cultural sectors. The city has a deep network of independent thinkers and family-owned businesses, and that creates a particular kind of client—people who care deeply about quality, but also about identity.
We’ve done projects with institutions like Altagamma, luxury groups, galleries, design companies, and even historic sports events. The local culture is very layered. You learn to design not only for products, but for stories, rituals, values.
More recently, we’ve seen a growing demand for strategic clarity. Clients are not just looking for a beautiful identity; they want systems that can evolve with their business. Milan’s maturity as a design city encourages that mindset. There’s a cultural expectation of excellence—but also a growing openness to transformation.
[Interviewer]
Innovation is a key theme for many agencies today. How is Nascent approaching innovation—especially with new technologies like AI?
[Max Bosio]
For us, innovation isn’t about chasing the next big thing—it’s about expanding what’s possible. We see technology, especially AI, as a powerful tool for creativity, not a replacement for it.
We’ve launched an internal initiative called A!maze, which is a think-lab for AI-powered creativity. We use it to prototype ideas, test visual directions, and explore speculative branding scenarios. For example, imagining how a brand like Moncler would collaborate with LEGO, or what a museum of future typography might look like. These exercises help us challenge conventions and attract new types of projects.
But innovation also shows up in the way we structure teams, how we write strategy documents, how we co-create with clients. We’re always refining our process—making it more agile, more integrated, more insightful. Because ultimately, innovation is not just what you produce, but how you think.
[Interviewer]
What advice would you give to someone who wants to found their own design agency today?
[Max Bosio]
Start with intention. Don’t build an agency just because it sounds cool—build it because you have something specific to offer. That might be a methodology, a cultural point of view, or a desire to solve problems in a particular way.
Second, define your principles early. These will guide you when the client briefs are vague, the timelines are impossible, and the budgets are tight. At Nascent, our north star has always been clarity, integrity, and design with meaning.
Third, surround yourself with people who challenge you. Build a team that complements your weaknesses and pushes your thinking. And most importantly—stay curious. The moment you think you’ve figured it all out, you’re probably falling behind.
[Interviewer]
What’s next for Nascent Design?
[Max Bosio]
We’re entering a phase of consolidation and evolution. After 20 years, we’re refining our positioning, expanding our content creation capabilities, and focusing more on thought leadership—publishing editorial pieces, white papers, and experimental work through platforms like A!maze.
We’re also continuing to collaborate with clients who want to use design not just as a decoration, but as a strategic force. Whether it’s launching a new product, reimagining a legacy brand, or designing a bold content ecosystem, we want to keep raising the bar.
And of course, we’ll keep learning—from culture, from technology, and from the people we work with. Because in the end, design is a conversation—and we’re here to keep it going.
