Due to changing historical and market conditions, from the mid-twenties new and more effective promotional criteria were established for Company visibility, relying on the talents of a prestigious name in illustration and graphic design.

This was the start of the collaboration between Generali and Marcello Dudovich, one of the leading names in international poster art.

During this working relationship of over ten years, the artist would produce numerous posters for the Company, frequently featuring Venice and the lagoon.