TAVULLIA CITY BRANDING PROJECT
strategy, brand identity, art direction, graphic design, website, video, copywriting, social media marketing, merchandising, events
Competitive dynamics are increasingly affecting territories. First globalisation and then the current Coronavirus emergency have highlighted the need to completely rethink the model of development and the narrative of places, towns and small municipalities.
For this reason, together with the Tavullia City Hall, we developed a city branding strategy with the aim of increasing, on the one hand, citizens’ sense of belonging and cohesion and, on the other, the recognition and attractiveness of the territory to the outside world.
A brand that can tell the story of Tavullia city, its champions, the cohesion of its community, the excellence of its entrepreneurial fabric, the quality of its commercial and craft activities. But also its colours, its landscapes, its genuine, cheerful, welcoming, creative and energetic soul.An integrated, dynamic and shared branding and communication project that involved all the citizens and the Tavullia fan community in defining the city’s visual and narrative identity.
The citizens have their say!
The project was officially presented to the press and citizens in Tavullia’s most representative and identifying location: MotoGP champion Valentino Rossi’s ranch. Here, in July 2020, we kicked off phase one of the project, which involved the active participation of citizens. Throughout the summer, in fact, citizens were invited to respond to interviews and questionnaires, available in online and printed versions, with questions and curiosities about their town and their relationship with Tavullia. The activity also involved schools: children were asked to portray their town with a drawing.
More than a thousand replies were received, allowing us to move on to the next stage of designing the Brand and the means of communication.
Starting from the answers obtained through questionnaires, interviews and children’s drawings, we developed a graphic concept capable of visually translating the multiform, plural and kaleidoscopic essence of Tavullia.
A logo that tells the soft and sinuous shapes of the city, the energy and spontaneity of its inhabitants, the colours and shades of its landscapes: the green of the hills, the blue of the sea, the orange of the sunny fields and, of course, Valentino’s yellow.
The brand was officially presented through a video broadcast on the municipality’s social and digital channels and through the creation of an Instagram account dedicated to the project.
A city brand to wear, share and support
In collaboration with VR46, Valentino Rossi’s apparel and accessories company, we designed a line of merchandising and gadgets dedicated to the new city brand: t-shirts, mugs and caps have been put on sale on the company’s e-commerce site with the aim of using the proceeds to finance the municipality’s social and welfare activities aimed at children with disabilities.
The project will continue throughout 2021 with further initiatives and activities.
Project Manager & Copywriter
Erica Del Dente
Web & Social Media Strategist
Social Media Graphic Designer