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Eleonora Majorana. conDUCImi

Eleonora was born in Catania in 1984. After graduating in International Communication at the Faculty of Foreign Languages and Literatures of the University of Catania with an experimental thesis titled “Graphic Design: between art and communication”, she has continued her studies in Barcelona at the University Elisava where she has obtained a Bachelor of Arts with Honours in Design, specializing in Graphic Design. The Erasmus scholarship has given to her the chance to study in Paris, and after gratuating she has attended the Master in Branding and Packaging at BAU University (Barcelona).

She did an internship in Javier Mariscal’s design studio in Spain and moved to Mexico City in 2012 where she has joined the design team of the global branding consultancy Interbrand. In Mexico she actually works as freelance Graphic Designer for countries like Spain, Italy and U.S.A. under the name of branDept. – Branding little brands, creating and developing little brands with an international team.

From January 2014 she will start teaching at the Colegio Mexicano de Diseño – COLMED in Mexico City with the courses of Corporate Identity, Branding Methodology and Personal Branding.

During her experiences abroad she loves to do research about the design working process, its multidisciplinary aspect and the chance to know new methods.
When people ask her if she will ever go back to Sicily, she answers with a Sicilian saying “A iaddinedda ca camina tunn’ a casa ca urza china” (The little hen that walks comes back home with a full bag).


conDUCImi® is a fashion and souvenirs brand for (Sicilian) girls and tourists, created by Eleonora Majorana in 2005 and made it known through exhibitions of creatives and artisans.

conDUCImi has been defined as: glamorous, romantic, elegant, pop & folk.
The Sicilian word ‘duci’ literally means sweet. In the island it is almost a way of being. It is perfect to describe a person who is special, sweet, sensitive, delicate and unique. It is ‘duci’ everything that produces tenderness and what the heart likes. The creations of this brand are ‘driven’ by the user. Girl and accessory are united by the awareness of being different from all others.

The brand is represented by a Sicilian handcart. That’s because the brand means ‘take me’, ‘guide me’. In fact this symbol is both a container and a mode of transportation that perfectly conveys an idea of Sicilian folk. Reinterpretation is given by the color of the symbol, sometimes put in old pink, very unusual for a handcart, but adapted to the concept of tenderness and sweetness that characterizes this brand.

The brand will be launched again on Spring 2014 with a recall of the places where its designer has lived: the French elegance of Paris, the Mexican folk, the impact of Spanish visual communication, the perfect work of an American brand, everything based on the world apart of Sicily’s inspiration.

Made in Sicily for pride and for the difference that Sicilians represent.

About the author(s):

PAD Pages on Art & Design is an international, open access, and peer-reviewed e-journal.

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