A Unified Brand Experience for a Charming Umbrian Agriturismo.
Overview
Background
Freelance
Duration
Background
Role
Background
La Campagna di San Francesco, opened in spring 2024, is an agriturismo just minutes from Assisi, one of Italy's top destinations. I designed its visual identity in two phases. First, I created the logo, on-site signage, and brand identity assets, including office stationery, staff uniforms, and informative audiovisual material for all guests.
Then, I developed the digital part, which included a responsive website, an improved SEO strategy, and the setup of key online platforms before launch (Google My Business, Booking.com, and Airbnb). After launch, the website saw steady traffic growth, supported by an optimized social and platform strategy.
Introduction
Problem statement
The business needed a cohesive brand identity that would work in both physical and digital environments, communicating to a specific target of visitor while also meeting the client's vision.
Research
I seek inspiration in the territory…
The logo is shaped after one of Giotto's most known frescoes in the
city of Assisi, Italy.
Concept
Concept
The client had a very specific idea in mind: the logo should reflect the name of the retreat while also integrating the story and key traits of Assisi's most well-known figure. Inspired by one of Giotto's frescoes in Assisi's main Basilica, the logo ultimately symbolizes the relationship between humans and nature. It works in both color and monochrome, and elements—such as the dove—can be extracted and used separately as needed.
the dove—can be extracted and used separately as needed.
Frames
Images
Collaborating with an SEO specialist and a photographer gave me the opportunity to practice outsourcing and strategic budgeting, while working with an interior designer helped me better integrate the designs throughout the space. Communication was key during the multiple review sessions with the client. As mentioned above, the redundancy in the client’s original vision was minimized without straying from the core idea.
original vision was minimized without straying from the core idea.
Conclusion
Next project
Modique
