Welcome to Florence

The theme of travel is the main source of inspiration for this graphic project deeply linked to time and the memory of a city rich in charm and culture. The visual identity of the Destination Florence Foundation is a container of memories and new opportunities.

Art Direction
Branding
Editorial Design
Web Design

A new brand identity for the Destination Florence Foundation, Florence’s official tourism body. Inspired by the iconic rotary clocks of railway stations, with their characteristic click mechanism, the visual identity evokes a sense of travel, adventure and nostalgia, perfectly expressing the link between Florence’s historical past and its future as a tourist destination excellence.

The watches, with their dynamic movement, represent the continuous change and permanence of memorable experiences, reflecting the Foundation’s commitment to creating quality hospitality and promoting sustainable tourism development.

What's Next?

Moving, Like a Plant

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