A modular visual system for the Comune di Firenze capable of communicating a holistic project and at the same time identifying every single shop and workshop in Florence.
A problem is but a new opportunity. Here the case is that of a child born with the wrong name. How do you forget the Shopping Centers when you have them printed on your identity card?
First, you go to the registry office and change course. Then we find a way to take a maelstrom of initiatives connected only by a name and build a new one around it.
The Negozi e Botteghe di Firenze are the way we have, in these parts, to gather in districts, streets and squares and to face the adversities of the market together. Without, however, losing sight of all those incredible peculiarities of each individual.