Giordano Santoro
/ Co-founder of Beyond Brothers
by Elizabeth Lavis | 04 Jun 2026
“Figuring out the brand’s core values is the most important aspect of design for me”
Giordano Santoro wears many hats: co-founder of Beyond Brothers, deep thinker, and promoter of craziness. His design is a mixture of instinct to point him in the right direction and reflection to give him the method of getting there. “I’ve got a bit of a split nature: calm and thoughtful on the outside, but driven by strong instincts and passions underneath,” Santoro says. “I’m not impulsive, but I’m not cold either. I listen, let things settle, and then act decisively. The balance between feeling deeply and acting with control shows up in my work. I create projects born from intuition but built with rigor, brands that have both heart and brains.”
Santoro is driven by turning thoughts and visions into something you can actually touch or see. He encourages aspiring designers to start with strategy and then sketch with freedom. “Define your objectives clearly before designing anything,” Santoro says. “It’s important to know what you’re trying to communicate and why. Then, always begin with pen and paper, letting your imagination create forms without digital restraints.”
He hails from Martina Franca, Italy, where culture, landscape, and craftsmanship have intertwined for centuries. “Growing up there taught me that design isn’t just about looks; it’s about storytelling,” Santoro says. “Every project should capture the essence of what it represents. The Italian mindset of ‘beautiful and well-made’ really shapes my work.”
As a child, Santoro was surrounded by people who opened his eyes to the beauty of learning, experimenting, and discovering new things and was originally drawn to art. “I loved the way it’s always searching, changing, and questioning meaning,” Santoro says. “Design came later, to bring a bit of order to that passion.”
Santoro believes that design is all about translation, and he strives to turn values, stories, and feelings into visuals and identity. “I never start with form,” he says. “I start with meaning. Every choice needs to have a reason behind it, not just an aesthetic one.” He also strives to create harmony between creativity and strategy by allowing strategy to set the goals, target, and positioning and creativity to make it all work. “Figuring out the brand’s core values is the most important aspect of design for me,” Santoro says. “They’re the foundation for everything that follows: the semiotic, storytelling, and whole communication process. Without them, even the most beautiful designs can wind up feeling empty.”
Throughout the process, Santoro builds trust with his clients through open and honest communication, even if it means advising something that’s not in his immediate interest. “Most clients are business owners or managers who really care about their brand or product, so knowing they have a straight-talking partner beside them makes them feel at ease,” he says.
He also welcomes criticism, seeing it as valuable feedback and a way to get various perspectives. “Sometimes, though, it’s worth digging into what’s really behind a harsh comment,” Santoro says.
Santoro continues his professional growth by immersing himself in visual experiences like museums, theaters, films, and different landscapes. “These are the best environments for growing and finding new inspiration,” he says. He also derives plenty of motivation from his Indigo award. “Winning an award just makes you want to keep doing the good work,” Santoro says. “It feels like confirmation that the projects we submitted were genuinely solid. Entering national and international competitions is a great way to compare yourself with designers from other places and markets.”
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