Roberto Barile “aka Bai” was born in Milan on may 20th, 1962. In 1982 he starts his career working alongside some of the most important advertising agencies in Milan, such as Ted Bates, Leo Burnett and Saatchi & Saatchi.

These are years of intense training for Roberto, divided between agency and commission jobs. This is also the time when his artistic profile starts to take form, as well as his professional expertise.

In 1985, after a seminar at J W Thompson Italy, Roberto decides to focus on the specific professional path that will mark his future career: strategic design aimed at creating brand identity and brand image.

That’s how his first independent collaborations start. He works with several companies, such as: Benkiser, Alfa Romeo, Plasmon, Seagram, SDA Bocconi, Barilla, Prenatal, Vismara, Essilor, Guaber, Colgate Palmolive and Diego Dalla Palma’s Make-up Studio.

In 1986, he works on creating the brand design for the sunscreen line Segredo de Alfama by Make-up Studio. He takes care of the product image and works on developing their advertising campaign alongside Saatchi & Saatchi and Diego Dalla Palma.

Starting from 1989, Roberto works on a number of collaborations with various entities operating in different merchandise and social categories, thus making significant experiences both in Italy and abroad.

Today Roberto lives and works in Milan or where his job takes him. He believes that nowadays, the best way to think about a brand is to express its distinctiveness through a sustainable project.