Villa Borghese - Visual Identity & Wayfinding Project
Villa Borghese is more than just a park — it’s a living, breathing organism in the heart of Rome, where nature, culture, and daily life constantly interact. This project proposes a new visual identity and a complex wayfinding system combining physical, digital, and editorial elements, and a comprehensive multi-channel communication campaign, transforming Villa Borghese into an engaging, accessible, and emotionally resonant experience for all visitors.
Analysis
Villa Borghese’s uniqueness lies in its harmonious coexistence of three dimensions: the calm and light of nature, the rich memories and artistic wonders of culture, and the lively energy of community and movement. Our analysis focused on understanding how these intertwined aspects shape visitors’ emotional and physical experience of the park, forming the foundation for a design that captures its layered, living essence.
Concept
This campaign presents Villa Borghese as a dynamic organism where nature, culture, and activity interact seamlessly. The visual identity embraces these “three dimensions” by layering colors, images, and narratives that invite curiosity, evoke emotion, and celebrate the balance between tradition and modern life.
Design
The core of this project is a modular and elegant design system that adapts fluidly across multiple touchpoints—from posters and signage to a mobile app and an interactive map. Key elements like overlapping photography, color-coded pictograms, and a balanced mix of serif and sans-serif typography communicate the park’s complexity while remaining approachable and memorable.
Visual Identity
A dynamic visual identity system based on layering, transparency, and color-coded dimensions. Each layer (Relax, Cultura, Attività) has its own palette, combined in flexible ways across formats. Typography combines elegance and clarity: Lunaquete (serif) for emotional headlines, Sole Sans for clarity in body text and signage.
Wayfinding System
A complex, multi-channel wayfinding system was designed with physical, digital, and editorial components — all seamlessly integrated to help visitors navigate intuitively and emotionally.
ADV Campaign & Posters
A storytelling campaign built around the concept of “Dimensions”, showing the park through different lenses. Designed for emotional engagement, with overlapping photography, modular layouts, and inviting copy.
Video Campaign
The campaign video blends real footage with animation and sound to bring Villa Borghese’s layers to life. Each dimension merges into the next, showing how nature, culture, and activity continuously interact.
Foldable Map
A foldable A3 printed map, designed to be elegant yet practical:
- Stylized layout with distinct color zones
- Readable icons, numbers, and QR codes
- Clean, minimalist design with emotional microcopy
Web App
A mobile-first digital tool activated via QR codes on signage:
- Interactive map with pins for each dimension
- Audio guides, themed routes, and event filters
- Segment switch, accessible UI, and multilingual support
Rome University of Fine Arts | Master’s in Visual & Innovation Design, Academic year 2023/2024 | Course: Visual Design 2
Students: Francesca De Luca, Rozalia Kiss, Lorenzo Mirabella, Agnese Simotti | Professors: Dario Curatolo, Matilde Francia
Students: Francesca De Luca, Rozalia Kiss, Lorenzo Mirabella, Agnese Simotti | Professors: Dario Curatolo, Matilde Francia
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