The real essence
of Ticino region

The real essence
of Ticino region

The real essence of Ticino region

YEAR
2017

FIELD
Brand experience, UX/UI

CLIENT
Ticino Turismo

AGENCY
Sketchin

MY ROLE
Art director, Brand & UI Designer

LINK
Ticino.ch

Ticino is the Swiss region of the Sketchin headquarter. Ticino Turismo asked us to rethink the brand identity bringing the true values of the territory in a modern and international key.

I have guided the Visual team, to design the new mark up to the motion graphic, video and photo art direction, for a total of 1 year of continuous project.

Ticino is the Swiss region of the Sketchin headquarter. Ticino Turismo asked us to rethink the brand identity bringing the true values of the territory in a modern and international key.

I have guided the Visual team, to design the new mark up to the motion graphic, video and photo art direction, for a total of 1 year of continuous project.

Co–design
for value

Co–design
for value

During the co-design phase with stakeholder and the research phase with tourists, we discovered some unique values of our district that we infused in the new brand identity: the breathtaking beauty of the landscapes, the Mediterranean lifestyle, The most extensive network of hiking trails in Switzerland.

During the co-design phase with stakeholder and the research phase with tourists, we discovered some unique values of our district that we infused in the new brand identity: the breathtaking beauty of the landscapes, the Mediterranean lifestyle, The most extensive network of hiking trails in Switzerland.

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A swiss
inspiration

A swiss
inspiration

We were inspired by the posters designed by Romano Chicherio, Daniele Buzzi and Orio Galli between the 30s and the 70s: those images show how this beautiful Region has always been represented through its vibrant colors.

We were inspired by the posters designed by Romano Chicherio, Daniele Buzzi and Orio Galli between the 30s and the 70s: those images show how this beautiful Region has always been represented through its vibrant colors.

08.ispirazione

The colors
of territory

The colors
of territory

The colors of territory

The colors are those that the people can see while visiting the district: blue and green for the lake, the forests and the sky; yellow and orange for the sun and the sunset.
Micro-experiences format is the focal point of the new brand strategy; they represent the fundamental component of the storytelling and convey the unique beauties of Ticino.

The colors are those that the people can see while visiting the district: blue and green for the lake, the forests and  the sky; yellow and orange for the sun and the sunset.
Micro-experiences format is the focal point of the new brand strategy; they represent the fundamental component of the storytelling and convey the unique beauties of Ticino.

The new brand

The new brand

The concept of the new brand derives from the idea of micro-experiences, small special experience that people can live in the district. The logo is an irregular T, whose configuration resembles the shape of the Region. It is made by many colourful tiles of different shades that compose a mosaic of colours that the people can see while visiting the district: blue and green for the lake. The brand essence is condensed in the tagline that goes along with the mark: small moments, a great experience.

The concept of the new brand derives from the idea of micro-experiences, small special experience that people can live in the district. The logo is an irregular T, whose configuration resembles the shape of the Region. It is made by many colourful tiles of different shades that compose a mosaic of colours that the people can see while visiting the district: blue and green for the lake. The brand essence is condensed in the tagline that goes along with the mark: small moments, a great experience.

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territory — The colours are those that the people can see while visiting the district: blue and green for the lake, the forests and the sky; yellow and orange for the sun and the sunset.

07.logo-animation

Art direction
& brand ecosystem

Art direction
& brand ecosystem

We have created detailed shooting guidelines to ensure the consistency of the mood on every photo or video. The images must show stories, emotions and the evocative potential of places. Each photo should focus on micro-moments, details, gestures, expressions and unexpected elements. 
Photo credits: Studio Daulte, Luca Crivelli, Nicola Demaldi.

We have created detailed shooting guidelines to ensure the consistency of the mood on every photo or video. The images must show stories, emotions and the evocative potential of places. Each photo should focus on micro-moments, details, gestures, expressions and unexpected elements. 
Photo credits: Studio Daulte, Luca Crivelli, Nicola Demaldi.

From this initial concept, we derived the entire Brand Experience Strategy, its pillars and guidelines. The new brand identity of Ticino Turismo is more than a logo: it comes to life thanks to a multitude of coherent elements, from photography to video, each one conceived to create engaging storytelling.
We have designed the new brand identity on many other supports, both digital and physical: the website, the new magazine, the posters and on several gadgets.

From this initial concept, we derived the entire Brand Experience Strategy, its pillars and guidelines. The new brand identity of Ticino Turismo is more than a logo: it comes to life thanks to a multitude of coherent elements, from photography to video, each one conceived to create engaging storytelling.
We have designed the new brand identity on many other supports, both digital and physical: the website, the new magazine, the posters and on several gadgets.

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A careful re-design aimed to get closer to people’s behavior and so increasing the adoption performances:
+23,48% pages viewed.
+10,4% times on the website.
-53,5% bouncing off the magazine.

A careful re-design aimed to get closer to people’s behavior and so increasing the adoption performances:
+23,48% pages viewed.
+10,4% times on the website.
-53,5% bouncing off the magazine.

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Team

Elena (UX Architect)
Giuseppe (Art director, Brand & UI designer)
Dario (Communication designer)
Alessandro (Visual designer)
Alberto (Motion designer)
Fabrizio (Visual designer)

 

 

Other projects

Mondadori Grazia2015 — UX/UI Design

Ticino rebranding2017 — Brand Experience

Castrignano typeface2017 — Type design

Children typeface2013 — Iconography

Carattere branding2013 — Brand design

NDA – Luxury project2016 — Brand & UX/UI design

NDA – Fashion project2017 — UX/UI design

NDA – Insurance project2016 — UX/UI design

NDA – Brand project2018 — UX/UI Design