With the aim of expanding the audience and enhancing Giardini Reali space, the Musei Reali of Turin asked Graphic DaysⓇ to propose a new communication strategy and a new brand to promote the cultural activities curated in the museum’s outdoor spaces and increase awareness of the important historical, artistic, naturalistic and faunal heritage.
The project was supported by the Next Generation You – Sustainability, Innovation, Organizational Development call, promoted by the Compagnia di San Paolo Foundation, with strategic consultancy from the Santagata Foundation.
The new brand
A new logo has been developed with a pictogram descriptive of the space, which represents the most recognizable element of the Giardini Reali plan. The simplification of this element has led to the creation of a geometric and elegant symbol, easily identifiable by those who have already visited the place and capable of arousing interest in those who do not know it.
The storytelling
It was structured around 3 macro areas of significance: Giardini Reali as a place to discover, to experience and in which to participate in a calendar of activities; the tone of voice intends to make the visitor feel at ease, involved and welcomed, through direct and positive messages. From this concept derives the definition of the payoffs, of the contents of the sections on social networks and, more generally, of all the text messages.
The applications
In the declination of physical and digital communication supports, the geometric symbol present in the logo is also used as a graphic element to support the narration of the initiatives. The first application was created on the occasion of the launch of the Estate Reale campaign.
Wayfinding concept design
The communication project is completed with the creation of the wayfinding supports of the Giardini Reali which are placed in continuity with the actions designed for the exterior so that the visitor finds the same language in the gardens, at a visual and storytelling level.
The different types of support are united by the use of the same material: metal, which elegantly characterizes the signage, without invading the integrity of the natural context. Fonts, colors and general layout of the panels are consistent with the external communication campaign. The proposed solutions are characterized by modularity allowing the institution to be able to make changes and updates to the contents in a flexible way.
