The design phase: from analysis to concept
The first phase of work concerned the design, in which we have:
- Studied the PUMS in detail, identified the needs of the Municipality and the objectives of the campaign
- Identified the target, based on which a tone of voice and keywords have been established
- Researched and analysed other campaigns on this subject, in Italy and abroad, to identify similar themes and interesting ideas
Based on the material and information collected we have designed three creative concepts and for each of them we have created realistic simulations of logo, graphic layout, copy, etc.
The summary document of these concepts was presented to the Municipality for discussion and feedback.
The involvement of the Municipality was a constant practice during the project, because each shared decision allowed to set up the work in a fluid way, and to always be aligned on the steps of the project and the goals to achieve.
Once we received the final choice of the Municipality we could proceed to make concrete the strategy designed for the PUMS, defining communication channels, media and formats, and a calendar of activities and achievements.
The visual component: brand identity and visual
The chosen concept combines graphics, illustration and photography.
A concept with international scope – the Urban Sustainable Mobility Plan is created through the commitment of all Member States of the European Union to revolutionize the way citizens move- and impact, because such a visual approach is unprecedented in the area.
The first step to give concrete form to the visual part of the communication campaign was the creation of a brand identity for the PUMS in Livorno.
We then set out to create the logo, with the aim of synthesizing both the concept of mobility and the nature of the city, to establish the color palette based on pastel tones to engage and attract, and to identify the fonts.
Once we had established these basic visual elements, we started to set up the visual.
We chose to use a mixed technique, combining photo and illustration, to create an impressive contrast between the realistic context of Livorno – subject of the photos – and the PUMS, represented by a fantasy creature that interacts with the city.
Associating the PUMS with a fantastic figure allows to capture attention, arouse curiosity and even make irony about the fact that the PUMS to many citizens appears just like a creature of another world, since is so unfamiliar to them.
The figure of PUMS is the result of a totally original illustration that has been able to combine imaginary component, elements of the marine nature of Livorno and guidelines established by the brand identity.
Brand identity and visual were merged together, supported by textual elements (copy, claim, call to action) and institutional (logos, information), to create the materials dedicated to the communication campaign.
Communication channels: offline and online
The target of the PUMS is very wide and diversified, so we have chosen to spread the message of the communication campaign on multiple channels, both digital and physical.
The first urgent need was to create a dedicated website for the project, where citizens could find out about the PUMS in Livorno.
Indeed, there wasn’t a dedicated website but, as it happens for most of the PUMS, only a section dedicated within the institutional website of the City of Livorno.
This made it difficult for citizens to find out, having to navigate through the mass of information on the municipal website.
We have therefore set out to create a website where the user experience is fluid, the main information is communicated directly and the material is reorganized so that it can be easily found and consulted.
To support digital communication we have created the official Facebook page of the PUMS of Livorno, essential to reach a wide audience, vehicle for a more engaging communication and essential tool for the realization of promotion campaigns.
To ensure widespread diffusion on the territory we have also provided a traditional communication strategy, based on various physical media in order to get the message of communication to all through graphic language, which is by its very nature immediate and easy to interpret, and to reach even those audiences who do not have a way of accessing digital channels (such as the elderly or children).
We have started a public poster campaign designed to inform citizens about the PUMS that will continue – integrating other formats and media – in the coming months on the basis of the strategy defined at the design stage.
