Otranto Porta d'OrienteUniversità IUAV di Venezia

Otranto Porta d’Oriente is a city branding project developed as a solution for enhancing the cultural heritage of the municipality of Otranto. The project began with an analysis of the state of the art, considering significant examples at the national and international levels, and then evolved through historical archival research and the study of pre-existing elements to understand the evolution and identity of the place over time. An authentic and dynamic visual identity system was created, which includes the design of the logo, the payoff, and an entire communication strategy, complemented by the creation of editorial materials focused on historical and naturalistic themes, posters, billboards, banners, merchandising, and stationery. The project also includes a wayfinding system, which involves the creation of pictograms, tourist maps, trekking routes, and a wide range of informational signage, from local maps to trail markers.