MI ART by DLV BBDO Milan for Fiera Internazionale D'arte Moderna E Contemporanea

MI ART

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Industry Shows, Events & Festivals
Media Design & Branding
Market Italy
Agency DLV BBDO Milan
Art Director Federico Pepe, Stefania Siani, Giulia Zoavo
Copywriter Matteo Maggiore
Released October 2011

Credits & Description

Category: Logo Design
Advertiser: FIERA INTERNAZIONALE D'ARTE MODERNA E CONTEMPORANEA
Product/Service: MIA ART
Agency: DLVBBDO
Executive Creative Director: Stefania Siani/Federico Pepe (DLVBBDO)
Art Director: Federico Pepe/Giulia Zoavo (DLVBBDO)
Copywriter: Matteo Maggiore (DLVBBDO)
Media placement: ... - .... - ....

Describe the brief from the client
To create a brand new corporate identity for MiArt, International Modern and Contemporary Art Fair, in order to create a new layout according with the fair’s innovation.

Describe the challenges and key objectives

To create a strong visual identity to surprise the audience.

Our principal objective was to completely renovate the corporate image, with catchy design and artistic layouts. Also the chosen materials and supports were innovative and interesting but always easy to understand and use.

Describe how you arrived at the final design
We produced different logos, choosing one of them as the main logo, and then re-composing and transforming it in many ways.
We used the logos in different moments to allow the audience to experience the changing of the graphics in both time and space.
We decided to produce interesting material: standard paper, stamps and posters, and to play with overlaps between titles and texts, using fake ‘errors’ in every printed material.

Give some indication of how successful the outcome was in the market
The audience was very pleased to discover this unexpected change. In particular, the new design attracted more young people and design lovers to the fair.