Milanosesto
Client
Milanosesto
Location
Milan
Date
2015
Credits
Renzo Piano
THE BRIEF
Define the visual identity of the redevelopment project regarding former Falck area in Sesto San Giovanni.
SOLUTION
Positioning and strategic brand development analysis and study. Creation of identity and the visual style of the industrial project.
Our mission: to restore the citizens’ perception of an industrial, decentralized, shabby area that becomes a “Pole” of sociality, real vitality, their own community.
How to give a visual identity to a city that does not yet exist? Materializing the idea of “the most beautiful place in which to live”, where the man is the engine and the prince welcomed by his ecosystem, respectful of it.
An analytical approach, in close cooperation with the pioneers of the urban project, has revealed since the beginning the deepest aspects related to the reasons of the project, to its future, helping to define the promise given to the public gravitating around the whole area, and the different objectives to strategically guide the brand.
A big and complex project, to be communicated to different audiences and stakeholders. The designed visual identity has recreated the ancient bond of the territory with its Roman origins, revived in the name and typography used.
The sketches, notes, images of the thought of the project creator have been useful visual elements for the development of the rigorous, distinguishing, unique visual system.
Milanosesto is a constantly evolving project and has the need to be understood and shared with the community and stakeholders of reference. For this reason it was necessary to develop a communication tool, in order to talk about it, to imagine it, to understand it. Tools that help to really believe in it.
