This project stems from the “PAZ – Esperienza Cesi” workshop, part of the broader “Cesi 2026 – Cesi porta dell’Umbria, porta delle meraviglie: open doors for outdoor” initiative. The program is funded by the Italian Ministry of Culture’s “Bando Borghi Linea A” through EU NextGen PNRR funds.
The original concept of designing a visual identity for the village of Cesi has been expanded into a comprehensive territorial branding strategy. The goal is to establish a regional network for Umbrian villages, using Cesi as the pilot case for the practical application of the designed identity.
While Umbria is experiencing significant tourism growth, it remains characterized by a fragmented offer and untapped potential. This umbrella brand aims to unite local communities under a shared narrative, developing a cohesive and recognizable visual language to promote regional heritage and strengthen competitiveness.
The research analyzes leading place branding models, identifying methodologies to investigate the structural, functional, and identity-driven dimensions of the territory. This analysis informs a brand design strategy focused on a shared identity system that still honors local specificities.
The final output is a comprehensive Brand Manual that integrates research and visual identity design for the Umbrian village network. The project introduces an innovative, replicable model for village revitalization that can be adapted to other regional contexts, fostering sustainable growth and long-term community value.
CREDIT
- Agency/Creative: Davide Vallati
- Article Title: Authentic Italy: A Replicable Place Branding Strategy for an Umbrian Village Network
- Organisation/Entity: Student
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Europe, Global
- Project Deliverables: Advertising, App Design, Brand Architecture, Brand Design, Brand Guidelines, Brand Identity, Brand Mark, Brand Naming, Brand Strategy, Brand Tone of Voice, Brand World, Branding, Editing, Editorial Design, Graphic Design, Identity System, Motion Graphics
- Industry: Public Utility
- Keywords: Brand Identity, Visual Identity, City Branding, Country, Branding, Italy, Identity, Logo, Design, Brand Design Strategy, Rebranding, Brand System, Editorial Design, Digital Design, Motion Graphics
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Credits:
Designer: Davide Vallati
