MAD
MAD
MAD
MAD
Murate Art District, the new contemporary art spot in Florence
Murate Art District, the new contemporary art spot in Florence
Murate Art District, the new contemporary art spot in Florence
Murate Art District, the new contemporary art spot in Florence
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The problem
In a part of the historic center of Florence that had long since fallen into disuse, the Municipality of Florence gave birth to a contemporary art center called Le Murate. Contemporary Art Projects. The project was born with the best intentions but failed to reach public attention in a city that historically breathes and thrives on Renaissance art. After an initial enthusiasm, the project met some difficulties due to its cumbersome name - Le Murate. Contemporary Art Projects - and to a rigid and static identity. It was not what users expected from a constantly evolving space.
The approach
A new identity to restore appeal to the structure and the project, a new brand in line with the audience's expectations and the events to be hosted were needed. We totally redesigned the structure's communication giving us carte blanche (it doesn't happen so often). Our idea combined a spot-on name and a constantly moving logo with a fluorescent-toned visual identity. Last but not least, a new website with a modern feel had to be developed from scratch.
The problem
In a part of the historic center of Florence that had long since fallen into disuse, the Municipality of Florence gave birth to a contemporary art center called Le Murate. Contemporary Art Projects. The project was born with the best intentions but failed to reach public attention in a city that historically breathes and thrives on Renaissance art. After an initial enthusiasm, the project met some difficulties due to its cumbersome name - Le Murate. Contemporary Art Projects - and to a rigid and static identity. It was not what users expected from a constantly evolving space.
The approach
A new identity to restore appeal to the structure and the project, a new brand in line with the audience's expectations and the events to be hosted were needed. We totally redesigned the structure's communication giving us carte blanche (it doesn't happen so often). Our idea combined a spot-on name and a constantly moving logo with a fluorescent-toned visual identity. Last but not least, a new website with a modern feel had to be developed from scratch.
The problem
In a part of the historic center of Florence that had long since fallen into disuse, the Municipality of Florence gave birth to a contemporary art center called Le Murate. Contemporary Art Projects. The project was born with the best intentions but failed to reach public attention in a city that historically breathes and thrives on Renaissance art. After an initial enthusiasm, the project met some difficulties due to its cumbersome name - Le Murate. Contemporary Art Projects - and to a rigid and static identity. It was not what users expected from a constantly evolving space.
The approach
A new identity to restore appeal to the structure and the project, a new brand in line with the audience's expectations and the events to be hosted were needed. We totally redesigned the structure's communication giving us carte blanche (it doesn't happen so often). Our idea combined a spot-on name and a constantly moving logo with a fluorescent-toned visual identity. Last but not least, a new website with a modern feel had to be developed from scratch.
The problem
In a part of the historic center of Florence that had long since fallen into disuse, the Municipality of Florence gave birth to a contemporary art center called Le Murate. Contemporary Art Projects. The project was born with the best intentions but failed to reach public attention in a city that historically breathes and thrives on Renaissance art. After an initial enthusiasm, the project met some difficulties due to its cumbersome name - Le Murate. Contemporary Art Projects - and to a rigid and static identity. It was not what users expected from a constantly evolving space.
The approach
A new identity to restore appeal to the structure and the project, a new brand in line with the audience's expectations and the events to be hosted were needed. We totally redesigned the structure's communication giving us carte blanche (it doesn't happen so often). Our idea combined a spot-on name and a constantly moving logo with a fluorescent-toned visual identity. Last but not least, a new website with a modern feel had to be developed from scratch.
Murate were for centuries the historic prison of Florence, in use until the end of last century. After years of abandonment and long restoration works, the structure finally became a social space dedicated to the community, of which MAD is today the flagship.
I was the art director for this project, starting with a deep analysis of how to change the perception that visitors had of the structure.
I started from its copy and looked for a strong name that would evoke the ambition of a structure that reflects the most important contemporary movements without borders.
The proposal was the acronym MAD - Murate Art District. The name won everyone over with enthusiasm and we then moved on to the visual part. Looking for the right look and feel, we decided that the colour palette had to include the three basic digital colours - red, green and blue - with very bright tones.
We created a graphic style following the new logo and its palette, and then reproduced the new identity in all the formats: from business cards to posters, banners, social media graphics, email signatures, presentation folders and, of course, lots of letterheads. Each of these formats was provided to the MAD team as an open, practical and easily modifiable template.
For the website design we decided to use these three colours changing the whole layout palette every 24 hours.
Since its inauguration in early 2019 - and despite the covid epidemic - MAD has hosted more than 500 conferences, workshops, performances, concerts and more than 40 temporary exhibitions by guest or resident artists.
Year
2019
Partner
Comune di Firenze, Mus.e
Partners
Adobe illustrator, After Effects, XD
Murate were for centuries the historic prison of Florence, in use until the end of last century. After years of abandonment and long restoration works, the structure finally became a social space dedicated to the community, of which MAD is today the flagship.
I was the art director for this project, starting with a deep analysis of how to change the perception that visitors had of the structure.
I started from its copy and looked for a strong name that would evoke the ambition of a structure that reflects the most important contemporary movements without borders.
The proposal was the acronym MAD - Murate Art District. The name won everyone over with enthusiasm and we then moved on to the visual part. Looking for the right look and feel, we decided that the colour palette had to include the three basic digital colours - red, green and blue - with very bright tones.
We created a graphic style following the new logo and its palette, and then reproduced the new identity in all the formats: from business cards to posters, banners, social media graphics, email signatures, presentation folders and, of course, lots of letterheads. Each of these formats was provided to the MAD team as an open, practical and easily modifiable template.
For the website design we decided to use these three colours changing the whole layout palette every 24 hours.
Since its inauguration in early 2019 - and despite the covid epidemic - MAD has hosted more than 500 conferences, workshops, performances, concerts and more than 40 temporary exhibitions by guest or resident artists.
Year
2019
Partner
Comune di Firenze, Mus.e
Partners
Adobe illustrator, After Effects, XD
Murate were for centuries the historic prison of Florence, in use until the end of last century. After years of abandonment and long restoration works, the structure finally became a social space dedicated to the community, of which MAD is today the flagship.
I was the art director for this project, starting with a deep analysis of how to change the perception that visitors had of the structure.
I started from its copy and looked for a strong name that would evoke the ambition of a structure that reflects the most important contemporary movements without borders.
The proposal was the acronym MAD - Murate Art District. The name won everyone over with enthusiasm and we then moved on to the visual part. Looking for the right look and feel, we decided that the colour palette had to include the three basic digital colours - red, green and blue - with very bright tones.
We created a graphic style following the new logo and its palette, and then reproduced the new identity in all the formats: from business cards to posters, banners, social media graphics, email signatures, presentation folders and, of course, lots of letterheads. Each of these formats was provided to the MAD team as an open, practical and easily modifiable template.
For the website design we decided to use these three colours changing the whole layout palette every 24 hours.
Since its inauguration in early 2019 - and despite the covid epidemic - MAD has hosted more than 500 conferences, workshops, performances, concerts and more than 40 temporary exhibitions by guest or resident artists.
Year
2019
Partner
Comune di Firenze, Mus.e
Partners
Adobe illustrator, After Effects, XD
Murate were for centuries the historic prison of Florence, in use until the end of last century. After years of abandonment and long restoration works, the structure finally became a social space dedicated to the community, of which MAD is today the flagship.
I was the art director for this project, starting with a deep analysis of how to change the perception that visitors had of the structure.
I started from its copy and looked for a strong name that would evoke the ambition of a structure that reflects the most important contemporary movements without borders.
The proposal was the acronym MAD - Murate Art District. The name won everyone over with enthusiasm and we then moved on to the visual part. Looking for the right look and feel, we decided that the colour palette had to include the three basic digital colours - red, green and blue - with very bright tones.
We created a graphic style following the new logo and its palette, and then reproduced the new identity in all the formats: from business cards to posters, banners, social media graphics, email signatures, presentation folders and, of course, lots of letterheads. Each of these formats was provided to the MAD team as an open, practical and easily modifiable template.
For the website design we decided to use these three colours changing the whole layout palette every 24 hours.
Since its inauguration in early 2019 - and despite the covid epidemic - MAD has hosted more than 500 conferences, workshops, performances, concerts and more than 40 temporary exhibitions by guest or resident artists.
Year
2019
Partner
Comune di Firenze, Mus.e
Partners
Adobe illustrator, After Effects, XD
1
I was inspired by the logos of the Florentine Civic Museums which are all inscribed in a square. However, I thought about small rotating squares moving like waves, continuously changing its shape.
1
I was inspired by the logos of the Florentine Civic Museums which are all inscribed in a square. However, I thought about small rotating squares moving like waves, continuously changing its shape.
1
I was inspired by the logos of the Florentine Civic Museums which are all inscribed in a square. However, I thought about small rotating squares moving like waves, continuously changing its shape.
1
I was inspired by the logos of the Florentine Civic Museums which are all inscribed in a square. However, I thought about small rotating squares moving like waves, continuously changing its shape.
2
A simple shape, a rotation around the central axis and three basic colours. Sometimes what seems simple just isn't.
2
A simple shape, a rotation around the central axis and three basic colours. Sometimes what seems simple just isn't.
2
A simple shape, a rotation around the central axis and three basic colours. Sometimes what seems simple just isn't.
2
A simple shape, a rotation around the central axis and three basic colours. Sometimes what seems simple just isn't.
4
A cool and dynamic website, with page composing functions through WordPress CMS.
4
A cool and dynamic website, with page composing functions through WordPress CMS.
4
A cool and dynamic website, with page composing functions through WordPress CMS.
4
A cool and dynamic website, with page composing functions through WordPress CMS.
3
A picture of the opening night of MAD. The choir is performing Florentine Voices composition, an itinerant experimental research by Piero Mottola.
3
A picture of the opening night of MAD. The choir is performing Florentine Voices composition, an itinerant experimental research by Piero Mottola.
3
A picture of the opening night of MAD. The choir is performing Florentine Voices composition, an itinerant experimental research by Piero Mottola.
3
A picture of the opening night of MAD. The choir is performing Florentine Voices composition, an itinerant experimental research by Piero Mottola.
