EMAAA - Ente Mostra dell'Artigianato Artistico Abruzzese
year
2023
type
Master's Thesis Project, ISIA Pescara
supervised by
Leo Margiotti
role
Art Director
scope
Research, Brand Strategy, Naming, Visual Identity, Editorial Design, UI/UX Design, Web Design
One of the first strategic decisions was simplifying the institution's long name into the acronym EMAAA, transforming it into a distinctive and memorable identity.
Rather than designing a static logo, the goal was to create a flexible visual system. The modular letterforms allow the identity to adapt across different contexts while maintaining a strong and recognisable visual language.
This flexibility enables the brand to extend naturally to annual editions of the exhibition, satellite events and dedicated initiatives—such as Artigianato Artistico e Sapori d'Abruzzo—creating a coherent family of identities while preserving the recognisability of the main institution.
As part of the thesis, I also developed the communication system for the 53rd edition of the exhibition, exploring how the new identity could be translated across every stage of the visitor experience.
The communication revolves around a bold colour palette sampled from traditional Abruzzese craftsmanship, paired with a custom set of stylised illustrations inspired by handcrafted objects. These visual elements become a flexible graphic language, extending across printed materials, social media, the website and a cohesive icon system for the entire identity.
Beyond the visual identity, the project included the redesign of the institution's digital experience. The website was restructured to improve navigation, content organisation and accessibility, transforming it into a platform capable of supporting exhibitions, events, artisans and visitors through a clearer and more intuitive user experience.
The digital experience was designed to support both visitors and artisans through a clearer, more accessible platform. Alongside the website, I introduced Bottega EMAAA, a dedicated digital showcase where exhibitors can present and sell their handcrafted products, extending the exhibition beyond its physical event and creating a lasting connection between makers and visitors.
(CREDITS)
Master's Thesis Project — ISIA Pescara
Thesis Supervisor — Leo Margiotti
Ente Mostra dell'Artigianato Artistico Abruzzese
(SERVICES)
Visual Design
Art Direction
Brand Strategy
Naming
Visual Identity
Event Identity
Communication Design
UI/UX Design
Research
Editorial Design
Web Design
(LOCATION)
Guardiagrele (CH)