Branding being the Blackpepper Studio’s very early skill, Design was even more meant to follow objectives than newer skills compiled with time and experimentations. But they from the beginning were thought to respect the institution’s goals, and it is still so and will ever be. In some cases, they are built from scratch, in other cases only tuned up in order to keep up with future – stylistic, technological, semantic imperatives – without being hardly noticed that a change has been made on them. But all of them are made up bringing the institution to be sensefully adressing to their audiences. Objectives can be long or short term. It can happen that searching for a design, thinking brings to the decisions that event the name has to be changed.