Assicurazioni Generali S.p.A. - Advertising poster of Assicurazioni Generali Venezia

From the late 19th century onwards, Generali invested in agricultural insurance, with a particular emphasis on insuring grain sheafs (wheat, orzo, rye and oat).
To represent this insurance coverage, the design makes use of one of the most powerful symbols in the insurance communication sector: the wheat sheaf that represents not only the fruits of an investment in insurance but also the product itself that was insured. From the mid-1920s, in the wake of the challenges of the First World War and the immediate post-war period, Generali was able to significantly reinforce its economic-corporate structure, laying the groundwork for growth over the following decades. New and more vivid criteria for promotional activity and corporate visibility were introduced, partly in response to the shifting historical and economic situation, and the responsibility for implementing them was handed to a renowned illustrator and advertising designer.
This is the context behind the seeds of the collaboration between the company and Marcello Dudovich in the mid-1920s. Dudovich, himself a man of Trieste, was among the most influential poster designers of his day.
Over the course of the decade-long collaboration (1928-1938), he would produce a not-insignificant number of posters for Generali.