THE ROLE OF CREATIVITY

It is increasingly common to talk about creativity in business, especially in relation to innovation since, together with marketing, they are the two key levers for business development.

Creativity in UNICA is not synonymous with art, it has no direct correlation with the knowing how to draw or paint. For us, creativity means innovation. We do not want to invent a new product, but rather find new connections between existing elements to enhance them, enrich them and transfer a powerful message to our interlocutor.

In our R&D department, creativity also means getting out of automatic mechanisms, consolidated processes and conventional schemes.

It therefore means starting from the simplest things, interrupting the automated phases of ordinary thinking, it means stopping and looking at the world from a different point of view.

Our goal is to look for new ways to do something we already know how to do very well, improving it and transforming it into pure emotion.