City Branding is a complex, long-term, and exciting challenge. Creating a brand for a city with 3,000 years of history requires research, thought, and vision. That’s why we engaged the most important city stakeholders to identify and express the values that define its soul.

“Brescia. La tua città europea” is the project that embodies the spirit and the values of the city, guiding it towards the future and sharing its story across Italy, Europe, and the world. Both offline and online communication (through the new website and social media profiles) serve as a voice of an authentic Brescia: outspoken, direct, but also colourful, ironic, and optimistic.

To create an even more distinctive identity, we designed a custom font: Brescia Sans. Inspired by the linear grotesques of the 19th and 20th centuries, with large and imperfect letters, crafted for headlines and urban displays, this typography highlights the verticality of letters, the street typography, and uses fine punctuation to bring rhythm and uniqueness to even the simplest phrases.

The new city branding was launched through an OOH campaign, structured in two phases. In the first one, colours are protagonists: the city was filled with silent billboards, bold blocks of colour displaying only the website and Instagram profile. In the second one, magically, the words appeared. Short and striking copy: playful wordplay and twists on classic idioms that reveal the essence of the city.