Designing a modern perspective on Genoese history
Nobody can deny the uniquely important role the city of Genoa has played in Italian and European history. A dominant force in maritime trade from the 11th century, it was once one of the wealthiest cities in the world.
A legacy of the city's rich heritage is Villa delle Peschiere, a beautiful Renaissance villa which has been at the centre of Genoese trade for more than 500 years. Five centuries can take their toll on a building, which is why the newly formed Palazzo Foundation has set out to restore the building and its surroundings.
The Palazzo Foundation appointed Pangaea, a London creative consultancy, as Official Brand and Design Partner. Pangaea’s first task was to create a new identity and brand. This is the look, tone and feel of the Foundation's presentation, events and communications. Founder and Creative Director Carlo Belli takes up the story.
"What a fantastic project! We have a long standing working relationship with the Palazzo Foundation's founders and visited Villa delle Peschiere several times. We have always been impressed with its beauty, so the chance to contribute to its continued development was simply too good to miss. Our whole team is fully vested in the Foundation's purpose and like them, we believe it is our duty to share this magnificent place and to conserve and protect it for future generations."
For the Palazzo Foundation brand, Pangaea turned to the physical environment for inspiration. The new logo is derived from the outline of the formal garden directly in front of the villa. The colour palette is drawn from the walls and decorations both inside and out. Their tone is warm and understated - inviting the world to experience a carefully curated collection of visual and performance art in unique surroundings.
"We are very proud of this work. The team, led by Design Director David Mesfun has outdone themselves", continues Carlo Belli. "There are some fascinating details to the brand that give it real depth and interest. Some of these – like the framing device using the corner elements of the garden design – you may only notice with time. That's fine… the Villa and the Foundation will be around for at least another 500 years."
And that's the point, for the Palazzo Foundation and for Pangaea. Together, they aim to present Villa delle Peschiere and its surroundings to generations yet unborn, balancing the fascination of times past, with the excitement of today's art and culture.
Smart Creative & Commercial Clarity. Pangaea is a London-based design consultancy that helps ambitious companies align their internal culture and external brands. Brand problem solvers and long term strategic design partners.
pangaea.studio
James Hawke’s Life in Transit
