The Joy Project was born in 2023 with a mission to contribute to a network of beauty and joy. Inspired by the reflections from The Second Mountain by David Brooks, it embraces the idea that fulfillment comes from commitment to a cause greater than oneself. This project seeks to foster meaningful connections, grounded in the belief that true joy is found not in self-interest but in serving and uplifting others.

It is a reflection on life’s transitions and the search for deeper purpose, designed to guide people as they navigate personal or professional shifts. Recognizing that we are all in a state of transformation, the project aims to help individuals move beyond self-focus (the first mountain) to embrace a life of meaning, commitment, and service (the second mountain).

This initiative provides a framework for those seeking to scale their "second mountain", offering tools and inspiration to find joy and fulfillment in their journey. After all, aren't we always in transition, striving toward a more purposeful life?

In the Italian DNA flows a profound passion for deep conversations and cherished moments spent around a table. Sharing meals and glasses of wine with loved ones, an experience that transcends mere sustenance to become an Art Form.

The nostalgia for unrepeatable moments has inspired to cultivate, a project that is gradually taking shape through collaborations with international professionals, culminating in the forthcoming publication of a book.

Crafting the identity of Octo22 Advisory, an Independent Boutique Advisory Firm. A project spanning concept, design and brand expression. Building a coherent and sophisticated visual world from the ground up.