Residenze Reali Sabaude – Put Your Crown On
Optimization of the visual identity for the consortium of Royal Savoy residences
Type: Design&Strategy,Technology
The Consortium of Royal Savoy Residences includes all the Royal Residences of the Savoy family in Piedmont and beyond, from the most famous to the least. The aim of improving the visual identity was to create a brand image that could attract tourists, especially to less frequented residences, to give relevance to their historical and artistic value.
In addition to the visual identity, Quattrolinee has also created a double communication strategy for the Consortium, one more institutional and the other more “pop”, to be able to reach a greater public of patrons and to define its own identity.
Rebranding
The visual identity is characterized by the creation of the logo, which has as its main symbol a crown above an R. The latter represents both the “R” of Reali, the Savoyard knot, and the circuit of residences in the area. Also, linked to the crown was the payoff “Put your Crown On” to use it for guerrilla marketing actions in which citizens could participate. For each Residence, a testimonial has been chosen that corresponds to a historical figure of the royal court, on whose head the crown of the logo has been affixed.
For the tourist routes, 4 thematic areas have been identified linked to the place where the residences are located. The main color is gold, an emblem of royalty and luxury. For the color palette, there is a distinction between institutional communication, with darker shades, and pop communication, with more lively shades.
Strategia Offline e Online
As regards social media, an initial strategy and post templates were created, to present all the palaces of the Royal Residences. The feed is mainly photographic through the use of panoramic and detailed shots, alternating with more graphic content that serves to connote the strong identity of the brand. Furthermore, the Digital Royal Card was created to encourage visits to all the Residences.
Brochures, panels for trade fair stands, and various billboards in the city of Turin were created for offline promotion, such as the setting up of the underground and tram.
Type: Design&Strategy,Technology