MinervArte

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MinervArte

Story of a Visual Identity

This story is all about the Event. How the concept of event planning has changed in the last 15 years? What’s the connection between event and tourism?

Events are an important motivator for both tourism and local communities where they play key roles, from traveller attraction to urban renewal, and cultural development. Yet it's only a decade ago that the concept of event tourism becomes established in Italy. What is now the realm of professionals and entrepreneurs, back then was just the single initiative of local community only.

Nevertheless, when Rossella proposes me to build a visual identity for her newborn event planner agency, I happily accept the challenge. Based on the Island of Elba, Italy's third-largest Island, the agency was going to address mainly to local institutions for the management of public events, and to for the organization of their events.

Minervarte Visual Identity (2004)

Charming red-haired Rossella is an art lover, a romantic soul and a dreamer. She's into all forms of art, especially classic music and opera, which she's been studying for a long time. So inspired by her cultural background, and exploring the idea that event management is also a form of art, I start to build her visual identity from the name. I go back to Roman Mythology to find Minerva, Goddess of wisdom and strategic warfare, and Sponsor of Arts. Then I combine the words Minerva and Art to get MinervArte. Once I have the name, I can start searching for its graphic symbol or logo. The first logo I create for Rossella is very simple, composed by typographic elements only. The chromatic range focused on light blues. The central idea is presenting Minervarte as an elegant yet organized agency where events are carried out efficiently.

Minervarte website (2005-2007)

In one year only Minervarte has evolved into a successful event planning agency through the brilliant ideas of Rossella. The time has come to create a website to present and represent her agency in the world. In 2005 Rossella starts to address more specifically to private citizens for their events, and women become her new principal target; therefore, the website has to be feminine and seductive, acting as a ‘container’ for Rossella's broad range of different projects, from Brignetti Literary Award to Notte di Stelle Fashion show. The visual identity must consistently reflect her unique vision of an event where People and Art are deeply connected.

The new chromatic range focuses on both light blues and warm orange to generate emotions and inspires trust to customers looking for one of a kind event yet to be carried out efficiently. Event planning is a highly emotive customer industry focused on the attention to detail. Searching for the most appropriate Minervarte layout, I collect a series of illustrations of Minerva and The Three Graces sculpture by Antonio Canova. Then I create inspiring collages to help Rossella to chose the one that is going to represent her visual identity.

TheSplash

TheHome

MinervarteEvents

New visual identity (2008-present)

The world of event is changing fast, and after 4 years Rossella needs a new strong visual identity to communicate this change without loosing her core values and purposes though. So I design a new website that communicates a balance between past and present. The background colour is still light blue but the home is divided into 4 columns/sections. The first column opens the home, the seconds shows the menu, the third and central space focuses on the main content, and the last one closes the page.

The new logo has the gold in the chromatic range to introduce the concept of the exclusivity and luxury, which was going to be developed in the following years.