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Project:
A City for a Different Economy

Brand:
Comune di Roma

A brand image project for a unique place.
The warp and the weave are intertwined, symbolically forming a series of interconnected elements.
When deciding on the brand image for “Cittò dell’Altra Economia”, Vertigo went to the Comune di Roma with a proposal to design a new font, to be used in the logotype, the signs and all other elements of publishing.

 

 



When deciding on the brand image for “Cittò dell’Altra Economia”, Vertigo went to the Comune di Roma with a proposal to design a new font, to be used in the logotype, the signs and all other elements of publishing.

“La Città dell’Altra Economia” is the first of its kind in Europe to devote itself to biological farming, fair and liable trade, renewable energy, reuse and recycling, responsible tourism and ethical finance.

Anyone can get lost, and when that happens it’s easy to lose a sense of security in the place you’re visiting, which is way Vertigo’s wayfinding system guides visitors through the structure in a clear and pleasing way.

Some basic brand-image elements (such as the chromatic scale and font) were used for the building’s signs.

Francesca Crisafulli was in charge of illustrating each of the room in “Città dell’Altra Economia”, so as to decorate the place as well as guide the visitors
_ Agricoltura biologica
_ Finanza etica
_ Commercio equo e solidale
_ Comunicazione aperta
_ Energie rinnovabili
_ Biobar
_ Informazioni
_ Turismo responsabile
_ Riuso e riciclo
_ EquoRistorante

Some rooms in the CAE are used for display purposes, while others for sales, consultancy or informational purposes. Numerous panels were designed and created to meet this need.

Reading a map lets visitors have a general overview of where they’re going. Reading a map means making what you see on paper correspond to what you see in reality.

Multi-subject advertising. As limited resources were available to promote this building and introduce the Roman public to it, Vertigo chose to highlight the verbal message by using strong, bright background colours.

The CAE is waiting for the “Vecchio Mattatoio” and “Campo Boario” areas to be restructured. In the meantime, it has found itself in an area in need of redevelopment, and an enclosure was placed around the building, spanning a few hundred metres, which Vertigo decorated.

Those decorating the enclosure were prepared with a short briefing, and then set off to work autonomously. The end result perfectly integrates itself into the rest of the project.