The meeting in which the new image that Juventus would present to the world was first mapped out took place in a small ground-floor office at the club's former headquarters on Corso Galileo Ferraris in central Turin in the spring of 2016.
In attendance were Giorgio Ricci, Juve's head of global partnerships and corporate revenues, brand development manager Luca Adornato, head of brand, licensing and retail Silvio Vigato, brand manager Daniele Lunazzi and head of communications Claudio Albanese, along with representatives from New York-based brand consultancy Interbrand.
As rain drummed against the windows outside, the Interbrand team delivered a 20-minute presentation, during which they shared their vision of how to rebrand the club.