RAI is the most important institutional Italian broadcaster. Our first role was to reorganize the corporate identity which resulted in a re-branding operation. The new brand architecture repositioned the companies, TV and radio, in a monolithic model used to bring them under a master brand. We graphically illustrated this by two heads face to face, representing the idea of dialogue and interactivity. The two profiles form the shape of a butterfly to give a perception of weightlessness. We also created the signature brands for the three major television networks, Rai Sport, Rai Parlamento, RAI Gulp and other radio networks.