A House Downtown

A challenge in branding and ambient design. A unique reality in Italy, CaMu was created to develop synergies and collaborations among the subjects involved in the diffusion in the musical field. Inside, the activities are aimed at users of all ages: from research to experimentation, up to the popularisation of music for children.

  • Art Direction
  • Branding
  • Wayfinding

The Project

Casa della Musica di Arezzo (CaMu) is born in the central Piazza Grande, in the historical Palazzo della Fraternita dei Laici, from a collaboration between the city’s institutions and the Fondazione Scuola di Musica di Fiesole, engaged for over forty years in music’s connections with the intellectual development of human beings.

The graphic design aimed at minimalism, in tradition with the great cultural centers in Europe and the world. A straightforward lettering, a strong acronym, and the essential palette contrast the medieval impact of the venue, creating a mix of modern and ancient that crystallises the passing of time.

The result is an identity that can be expressed in infinite variations, still retaining its corporate values in advertising, posters, teaching materials and in the way-finding system, which needed to be noticed but not seen.