Turning the end of the event’s 10-year cycle into an opportunity for the evolution of art direction and digital tools is the great argument of this project. The creative strategy and the renewed visual language give the event a new impetus, capable of directing and adapting to the different communication moments of the event. Flexible solutions are proposed, focused exclusively on the target audience and the need to develop platforms that are intuitive and easy to use. The means are used to create axes of innovation.
The differentiation of the PVC brand takes place between two different reasons: the brand (institutional, permanent, stable) and the event (activity, occasional, cyclical). A particularly important element is the grid, which on the one hand serves as the basis for the creation of communication media and on the other reinforces the flexibility of the creative strategy.
Typography is also one of the elements of distinction between the brand context (institutional), with a heavier reading, through the preferential use of capital letters. On the other hand, the event context (activity) has a lighter and more dynamic reading, through the preferential use of lower case.
The brand communication reflects a proximity to the target audience through the application of the visual identity system to the event's communication media.