Born in Milan, Lombardy. He studied at the School of Art of the Sforza Castle in Milan. In the 1960s, he started working under Alfredo Troisi at Mondadori Advertising Department, first as a graphic designer and later as an art director. In 1979 he was nominated creative director of Fininvest-Mediaset, holding this appointment until 2002. In 1993 he started focusing on political graphics and designed the well-known logo and flag of Forza Italia, Silvio Berlusconi’s political party. He died in Milan in 2023.