📍 Los Angeles

12:11 PM

📍 Los Angeles

12:11 PM

A Cohesive Visual Identity For A Charming Italian Agriturismo.

A Web Tool That Pairs Fonts
With Perfect Chemistry.

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"The logo draws inspiration from Saint Francis Preaching to the Birds, a 13th-century fresco by Giotto, the 15th scene in a series of 28 that narrate the saint's life, housed in nearby Assisi's main Basilica."

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"The logo draws inspiration from Saint Francis Preaching to the Birds, a 13th-century fresco by Giotto, the 15th scene in a series of 28 that narrate the saint's life, housed in nearby Assisi's main Basilica."

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"The logo draws inspiration from Saint Francis Preaching to the Birds, a 13th-century fresco by Giotto, the 15th scene in a series of 28 that narrate the saint's life, housed in nearby Assisi's main Basilica."

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Description

La Campagna di San Francesco is an agriturismo (farmstay) that opened in Umbria, Italy, in Spring 2024. I designed its brand identity and website as a comprehensive system, informed by on-site quantitative research, iterative client reviews, and continuous collaboration with key professionals (a photographer, landscape architect, and SEO specialist). This multidisciplinary approach ensured cohesiveness across all online and offline touchpoints, quickly leading to measurable results such as website-driven bookings and inquiries and strong brand recognition since its launch.

Introduction

Located in a highly competitive, touristic area of semi-rural Italy, La Campagna di San Francesco faced the challenge of standing out in a market where farmstays are long established, resulting in competition primarily with similar accommodations. In this scenario, branding with a focus on differentiation became essential for success. As an emerging Agriturismo, La Campagna di San Francesco needed an identity that was both crisp and memorable, effectively reaching the right target visitor pool.

Research

Studies show that a significant part of visitors to Assisi are motivated by religion, with the figure of Saint Francis of Assisi and the art within the saint's Basilica being the key points of attraction. Understanding this pattern was crucial in defining the visual direction of the brand. The Agriturismo's primary target audience consists of families with children, couples, and small groups, including both tourists and business travelers. Additionally, its proximity to a local convention center positioned it as an attractive option for non-leisure guests as well.

Concept

The logo is figurative yet balanced in detail and simplicity, with two main focal points (the birds and the saint) mirroring the original artwork’s story. Some of the logo's details, like the larger of the two birds can be extrapolated and used in specific context as an extension for the main logo. The logo is legible and recognizable in a wide range of sizes, on screen as well as on paper, and it can be applied to most materials and touchpoints (as shown below). The systems for color and typography are well defined and applied consistently to the website, the on-site signage and printed material like letterhead and business cards. 

Website

Choosing the platform for the agriturismo’s website was one of the client’s main requirements. While the one I ended up using didn’t offer all the features of more popular options, it had enough basic styling and layout tools to get the job done. The result was a more traditional-looking site that still attracted bookings and inquiries, and has often been mentioned by guests as one of the reasons they chose the agriturismo.

Conclusion

Helping a new business stand out with a strong, cohesive visual identity is always a challenge in crowded markets. While the hospitality industry experiences fluctuations in visitor numbers throughout the year, research shows that understanding what draws people to a destination is far more straightforward. The turning point in this project was identifying visitor patterns and translating them into a clear, recognizable visual language that captured the spiritual essence of the region. Ultimately, open communication and iterative reviews with the client and other professionals were key to the project’s success.

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© 2025 Andrea Grilli

Description

La Campagna di San Francesco is an agriturismo (farmstay) that opened in Umbria, Italy, in Spring 2024. I designed its brand identity and website as a comprehensive system, informed by on-site quantitative research, iterative client reviews, and continuous collaboration with key professionals (a photographer, landscape architect, and SEO specialist). This multidisciplinary approach ensured cohesiveness across all online and offline touchpoints, quickly leading to measurable results such as website-driven bookings and inquiries and strong brand recognition since its launch.

Introduction

Located in a highly competitive, touristic area of semi-rural Italy, La Campagna di San Francesco faced the challenge of standing out in a market where farmstays are long established, resulting in competition primarily with similar accommodations. In this scenario, branding with a focus on differentiation became essential for success. As an emerging Agriturismo, La Campagna di San Francesco needed an identity that was both crisp and memorable, effectively reaching the right target visitor pool.

Research

Studies show that a significant part of visitors to Assisi are motivated by religion, with the figure of Saint Francis of Assisi and the art within the saint's Basilica being the key points of attraction. Understanding this pattern was crucial in defining the visual direction of the brand. The Agriturismo's primary target audience consists of families with children, couples, and small groups, including both tourists and business travelers. Additionally, its proximity to a local convention center positioned it as an attractive option for non-leisure guests as well.

Concept

The logo is figurative yet balanced in detail and simplicity, with two main focal points (the birds and the saint) mirroring the original artwork’s story. Some of the logo's details, like the larger of the two birds can be extrapolated and used in specific context as an extension for the main logo. The logo is legible and recognizable in a wide range of sizes, on screen as well as on paper, and it can be applied to most materials and touchpoints (as shown below). The systems for color and typography are well defined and applied consistently to the website, the on-site signage and printed material like letterhead and business cards. 

Website

Choosing the platform for the agriturismo’s website was one of the client’s main requirements. While the one I ended up using didn’t offer all the features of more popular options, it had enough basic styling and layout tools to get the job done. The result was a more traditional-looking site that still attracted bookings and inquiries, and has often been mentioned by guests as one of the reasons they chose the agriturismo.

Conclusion

Helping a new business stand out with a strong, cohesive visual identity is always a challenge in crowded markets. While the hospitality industry experiences fluctuations in visitor numbers throughout the year, research shows that understanding what draws people to a destination is far more straightforward. The turning point in this project was identifying visitor patterns and translating them into a clear, recognizable visual language that captured the spiritual essence of the region. Ultimately, open communication and iterative reviews with the client and other professionals were key to the project’s success.