Revolutionizing Visual Identity: The Accademia of Perugia's Brand System and Campaign

Paul Robb's Innovative Design Approach Wins Silver in A' Graphics, Illustration and Visual Communication Design Award 2021

The Accademia of Perugia, an institution with a vision for the future, sought a new visual identity. Paul Robb and his team took on the challenge to create a unified kinetic brand identity, reflecting the institution's forward-thinking ethos. The result is a robust, positive identity system that avoids clichés and conventions, effectively distinguishing the different courses, workshops, and activities offered by the academy.

Robb's design inspiration stemmed from the desire to achieve robust visual communication. This was realized through the design of a classical-inspired logo, a bespoke typeface, and the dynamic use of images across print and digital platforms. The developed communication system uses motion graphics to create a wide palette of still images, complemented by colors and shapes morphing together.

The unique properties of this design lie in its ability to give individuality to single courses while maintaining a unified brand identity. The design process involved different departments and aspects of the academy, ensuring a comprehensive representation of the institution. The interaction with the campaign was across both traditional outdoor and online social campaigns, providing a wide reach.

Robb's design was realized using both digital and print materials, with the campaign being executed online and outdoors. The design project, carried out from June to October in Perugia, Italy, involved extensive research. The team studied and replicated the flow and colors of soap bubbles in 3D animation, creating a fluid motion concept for the campaign.

The main challenge faced by the designers was creating a non-3D effect in the rendering and achieving movement in the outdoor experience. Despite the challenges, the design was successful, earning the Silver A' Design Award in 2021. This prestigious award is given to designs that demonstrate outstanding expertise, innovation, and artistic skill, introducing positive feelings, amazement, and wonder.