Exploring a New Regenerative Paradigm through a renewed visual identity & socio-cultural function
Mattatoio di Roma
Timeline
Sep-Dec 2023
Sector
Culture, Sustainability
Role
Brand Designer
Scope
Skills
+ Brand strategy + Visual identity + Brand guidelines
On this page
About Mattatoio di Roma
The Mattatoio di Roma, formerly the city’s main slaughterhouse, is a striking example of industrial architecture located in the Testaccio district of Rome. Built in the late 19th century, it was designed to meet the city's growing demands for meat processing. Today, the Mattatoio has been transformed into a vibrant cultural hub, hosting exhibitions, performances, and events that celebrate contemporary arts.
Premise
This project, my master’s thesis at IED Madrid, was presented at Matadero de Madrid in December 2023. It aimed to explore ways to revitalize the center’s strategic visual communication. The work was carried out in two phases: first, a thorough evaluation of the center’s current state; and second, the creation of a new visual identity based on branding opportunities identified through benchmarking analysis. These efforts were directed at improving the center’s visual communication and achieving a cohesive brand refresh.
Objective
Capitalize on visual enhancement opportunities to create a cohesive visual identity, ultimately improving the center's communication and revitalizing its public perception.
Challenges & Opportunities
Challenges
Unattractive cultural offer
It is revealed that, despite 95% of the exhibitions being free and open to the public, visitor turnout throughout the year remains significantly lower than the venue's capacity.
A site under construction
Ongoing renovations create an atmosphere of insecurity, with restricted areas and abandoned structures.
Recreational areas
Picnic tables and fountains exist but are overshadowed by construction work, reducing their appeal.
Street art and multipurpose space
The area is marked by deterioration, graffiti, and is used for events like concerts and creative fairs, but it needs restoration and more organization.
Opportunities
Innovative dimension
Transforming the Mattatoio into a unique space targeting young and participatory audiences could boost its visibility and relevance.
Green development
Revitalizing the structure for research and innovation on sustainability could attract EU funding for restoration and safety improvements.
Outdoor Space Potential
The large area could be turned into green spaces to promote social interaction, especially with families and children.
Improving “La Città dell’Altra Economia”
With restoration, it could become a regular venue for public events, integrating artists and citizens in collaborative activities.
Solution
Visual concept
Rooted in the brand's commitment to innovation, progressive thinking, and community-driven vision, the visual concept inspires the exploration of new horizons and challenges conventional capitalist structures. It encourages collective action to reimagine our environment and redefine our relationship with it. This creative exploration led to the brand idea:
"Pushing the boundaries of what’s next."
Logo
The logo, based on the central typographic choice, effectively conveys this inherent fluidity and the notion of inclusivity, while also metaphorically representing the act of pushing boundaries and venturing beyond established norms to explore alternative and innovative solutions.
Typography
The chosen fonts convey fluidity, symbiosis, and fusion, aligning with the vision of transcending boundaries and fostering change.
Blur Pro
With its dynamic and bold design, serves as the display font, emphasizing movement and transformation.
Noi Fix
Selected for its clarity and elegance, is used for titles, subtitles, and body text, ensuring readability, accessibility, and adherence to universal design principles.
Colour
The corporate colors are light gray and black, chosen for their adaptability and striking contrast. These will define core identity elements, while creative projects can use conceptually appropriate hues.
Image tratement:
The photographic and image style aims to be conceptual and uplifting, reflecting ideas such as the relationship between nature and humanity, social interaction, and systemic complexity. inspired by ecofantasy, it blends organic and speculative elements found in urban and natural landscapes. geometric shapes will enhance data presentation and clarity.
Visual system
The visual language has then being expanded by focusing on key visual elements such as typography, colour, and graphic treatment. The aim was to develop a fluid and non-restrictive system capable of allowing flexible and enduring communication for Mattatoio in the long term.
