Ful/mine
An international editorial project to elevate and strengthen the Italian luxury brand Guidi
We set out to engage a niche network at the forefront of international artistic expression—artists constantly exploring new performative languages and pushing creative boundaries.
This idea was brought to life through a multichannel strategy, connecting Guidi with a discerning audience of contemporary creators.
We started by creating a virtual art gallery to support experimental artists worldwide. Guidi takes on the role of a patron, funding creators and providing a free platform for the underground and avant-garde art scene.
Building on this vision, we assembled and led an editorial team of young, sector-savvy talents to create and manage the project’s content on the website, ensuring the platform truly reflected the spirit of the underground and avant-garde art scene.
We led the full social media strategy for Ful/mine.
From launching the Instagram channel to shaping its voice, we created engaging content, managed the editorial calendar, and amplified reach through the Guidi Instagram community—turning the platform into a vibrant hub for the avant-garde art scene.
We built a dedicated section on the website where artists can easily upload their work and be showcased within the Ful/mine network.
To strengthen community engagement, we also launched a newsletter, creating a direct line to registered users with updates and exclusive content, making the platform a living, interactive space for the avant-garde art scene.
The selection and involvement of artists and personalities from the industry and underground culture was a key step in conveying the project to its target audience.
Tribe also produced a printed version of the Fulmine magazine for promotional purposes, together with the creation of a limited edition art piece commissioned by Guidi.