Situated at the heart of Pavia, Horti is a beautiful park that is part of the famous historical institution "Almo Collegio Borromeo". The park offers a perfect blend of contemporary art, nature, and ethical values.
As communication sponsors of the Fondazione Italia Patria della Bellezza, we were excited to take on the rebranding project of Horti, working on the brand positioning and strategy, as well as creating a new visual identity.
Our journey started with a collaborative workshop that aimed at defining Horti's vision and mission and turning them into a comprehensive manifesto.
We then identified the brand's personality as gentle, elegant, and welcoming, and meticulously analyzed and segmented the target audience.
The result of this strategic phase was the brand's purpose: "Horti. A gentle microcosm."
The new visual identity focuses on the themes of "embrace" and "opportunity", representing the simultaneous presence of beauty, inclusivity, and wonder. These ideas guided the creation of the new Horti logo, which features bespoke ligatures and an open "O" letter.
The logo acts as the primary visual element, dynamically "embracing" various images, including art, animals, or flowers, every time creating a unique interplay.
To complete the design system, we chose an elegant typography and created a color palette featuring soft and "gentle" tones.
Finally, we developed the new Horti institutional website, covering conceptualization, graphic design, content creation, and meticulous oversight of copy and imagery.
As a finishing touch, we crafted a teaser campaign for Horti's Instagram channel, aimed at introducing its new positioning and visual identity to its audience.
As communication sponsors of the Fondazione Italia Patria della Bellezza, we were excited to take on the rebranding project of Horti, working on the brand positioning and strategy, as well as creating a new visual identity.
Our journey started with a collaborative workshop that aimed at defining Horti's vision and mission and turning them into a comprehensive manifesto.
We then identified the brand's personality as gentle, elegant, and welcoming, and meticulously analyzed and segmented the target audience.
The result of this strategic phase was the brand's purpose: "Horti. A gentle microcosm."
The new visual identity focuses on the themes of "embrace" and "opportunity", representing the simultaneous presence of beauty, inclusivity, and wonder. These ideas guided the creation of the new Horti logo, which features bespoke ligatures and an open "O" letter.
The logo acts as the primary visual element, dynamically "embracing" various images, including art, animals, or flowers, every time creating a unique interplay.
To complete the design system, we chose an elegant typography and created a color palette featuring soft and "gentle" tones.
Finally, we developed the new Horti institutional website, covering conceptualization, graphic design, content creation, and meticulous oversight of copy and imagery.
As a finishing touch, we crafted a teaser campaign for Horti's Instagram channel, aimed at introducing its new positioning and visual identity to its audience.