Case Study
Client
Roma
Role
Brand Designer
Year
2023
Rome's visual identity had to carry the weight of one of the world's most recognizable cities, pointing it toward its next chapter.
Client
Roma
Role
Brand Designer
Year
Process
1 / 4
01
Mapping Rome's visual culture, its existing communication landscape, and the strategic ambitions ahead: the Giubileo, the Expo candidacy, a city repositioning itself on the global stage.
02
Exploring Rome's iconographic archive without falling into the obvious. The goal was to find elements that carry meaning independently and generate new meaning in combination.
03
Building the identity as a flexible, scalable system. Each element is autonomous; together, they form a visual world that adapts to any context without losing coherence.
04
Testing the system across the full range of urban communication, from monumental signage to digital formats, verifying the modular logic holds at every scale.
Brief
Rome is one of the most image-saturated cities in the world. Any new visual identity has to compete and coexist with two thousand years of iconography. The challenge was to create a system flexible enough to carry the city across a decade of transformation: the 2025 Giubileo, a potential Expo candidacy, a renewed international positioning. The constraint: no clichés, no postcard Rome.
Approach
A city identity lives on infinite surfaces simultaneously: a bus, a flag, a digital banner, a stadium poster. The solution was a system built on Rome's iconic elements, reassembled through unexpected relationships. Each component holds its own meaning; combined, the elements generate a layered visual world. The governing logic was complementarity, not repetition.
Outcome
A scalable brand identity system (mark, modular elements, and application logic), designed to accompany Rome through a decade of high-visibility events. The system offers maximum flexibility without sacrificing recognition: each element works in isolation, the whole creates something larger.
IVECO
TCO
FIMI
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