“You imagine it. We wrap it”: SAY signs off on creativity, AI integration, and digital project for Fratelli Magro

The new website for Fratelli Magro is now live. The Italian company is highly specialised in custom printing on premium papers for high-end packaging. The project was delivered by SAY S.p.A., a marketing and communication agency based in Padua and Milan, which developed a platform capable of integrating strategy, creativity, artificial intelligence, and digital development.

Founded in 1988 from the paper engineering expertise of brothers Sandro and Mauro Magro, the company is now an international benchmark in flexographic, UV and hot foil printing, applied to the production of papers primarily for the fashion, wine, food, jewellery, perfumery and pharmaceutical sectors. The ability to interpret the needs of brands’ style departments, combined with a strong focus on manufacturing and technological innovation, defines Fratelli Magro’s positioning in the high-end packaging market.

The new website has been conceived to communicate this identity in a clear and contemporary way, placing the product – paper – and its expressive potential at the centre. To achieve this, SAY developed a project that integrates strategy, creativity, AI and digital development, enhancing the quality of materials and processes through a visual narrative aligned with the company’s positioning.

At the heart of the project is a creative campaign built around the idea of imaginary worlds made of paper, also brought to life through the use of artificial intelligence tools. Landscapes, architectures and fantastical scenarios take shape through paper, in its various weights and textures, becoming the true protagonist of the narrative. “You imagine it. We wrap it.” is the chosen claim, encapsulating the company’s ability to create and customize.

Positioning paper as the central element of the narrative immediately communicates its versatility, suggesting how a material can become a distinctive asset in brand communication – especially in sectors where packaging is an integral part of the product experience.

The project forms part of an ongoing collaboration that has seen SAY support Fratelli Magro over the years in digital communication and online presence.

With this creative evolution and the new website, the brand storytelling is enriched with a more structured and immersive visual dimension, designed to engage directly with professionals involved in product and collection design, particularly style and purchasing departments within target brands.

“You imagine it. We wrap it. We took this positioning literally, integrating generative AI tools into the development of the narrative concept,” says Anita Santalucia, Creative Director at SAY. “Artificial intelligence enhances our imaginative capabilities and allows us to express – even more fully, as in this case – the strategy we share with our client brand.”

“We use AI responsibly and have adopted a specific legal framework to ensure that final outputs are fully usable by the client,” continues Alberto Baracco, Managing Partner at SAY. “We continuously invest in training and specialised consultancy on this topic, to provide certainty to those who rely on our company.”

“We have made precision our way of life and care the defining feature of our Luxury Paper,” say brothers Sandro and Mauro Magro. “With the creative campaign and new website developed by SAY, we wanted to bring these distinctive traits into the digital space. We did so using a new language, bringing together paper – a medium that has existed for nearly two thousand years – AI, representing the latest frontier of innovation, and ideas born from collaboration. Tradition, technology and people have always been at the core of our values, since we founded the company in 1988.”

Once again, the work developed by SAY reflects the agency’s distinctive approach: integrating creativity, data and relationships to build robust communication projects, where visual language and technology become tools serving a clear objective – delivering results that can be seen, felt and measured.

The new Fratelli Magro website therefore represents not only an update of the company’s creative narrative and digital presence, but also an example of how the dialogue between manufacturing culture, creative languages and technological tools can generate new ways of telling the story of work, innovation, businesses and their values.