Museo Civico Giovanni Fattori

The brand design project for one of the most iconic museums in the city of Livorno

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Museo Civico Giovanni Fattori

The restyling of the visual identity of the Museo Civico Giovanni Fattori. A precious treasure chest that, from Fattori to the Macchiaioli, preserves the very best of Livorno painting.

Skills
Digital product design
Front/back end development
Strategic branding

Services
Analysis and insight research
Brand stragegy
Brand design
UX/UI
Web design

Year
2019 - Ongoing

Website

The restyling of the visual identity of the Museo Civico Giovanni Fattori. A precious treasure chest that, from Fattori to the Macchiaioli, preserves the very best of Livorno painting.

Thanks to the funding and support of the Banca di Credito Cooperativo di Castagneto Carducci and the Dipartimento di Civiltà e Forme del Sapere dell’Università di Pisa, we were able to oversee—through a radical redesign of the visual identity—the repositioning strategy of one of Livorno’s foremost and most admired custodians of culture: the Museo Civico Giovanni Fattori.

Following a careful phase of analysis and research, our work focused on aligning the Livorno museum with the high stylistic and communication standards of the museum sector, while enhancing the value of its artistic and cultural offering.

Website

The client

The Museo Civico Giovanni Fattori is part of the Museums and Culture Department of the Comune di Livorno. It is housed in the 19th-century Villa Mimbelli, where it preserves and displays a collection composed mainly of paintings dating from the mid-19th century to the 1940s. Inside, visitors can find important groups of Livorno and Tuscan artists: from Enrico Pollastrini, a Romantic artist of academic training, to the outstanding works of Giovanni Fattori and other representatives of the Macchiaioli and Post-Macchiaioli movements.

In addition to exhibiting artworks, the museum carries out activities related to conservation, restoration, research, study, education, and public outreach, both independently and in collaboration with other institutions.

The challenge: improving brand perception from a tourism and cultural standpoint.

Aimed at boosting brand perception and brand awareness in the short term, the challenge unfolded across four areas:

align the museum’s image with that of a modern exhibition venue;
enhance the perceived value of the museum’s artistic and cultural offering, both for the Livorno public and for tourists;
raise awareness of the core group of Livorno artists that distinguishes and defines the museum’s offering;
provide digital communication tools to inform the public about museum initiatives.

The solutions

The work was complex and multifaceted, and the solutions addressed several strategic areas in order to achieve the set objectives:

Brand design and visual identity system: after a careful stylistic analysis, we developed a new logo concept that—placed at the heart of a new visual identity—would support a renewal of the museum’s storytelling. The logo, the storytelling, and the visual identity system were aligned with the standards of the reference sector.
Website design and SEO strategy: the next step was to design the new website fully in line with museum best practices, optimized from both a UX/UI and an SEO standpoint. A digital environment designed to give particular prominence to the strategic contents for the museum’s communication: telling the story of the works in the permanent collection; highlighting the artists; promoting the initiatives and activities organized by the Museum.
Digital communication tools for the public: the final phase focused on the design and development of a customized newsletter composition system and on training the museum staff in managing the CMS through which the website is maintained.