Brand Strategy / Brand Development / Design / Naming
FieraMesse Bolzano-Bozen is a very successful location for tradeshows and events. Its internationally strategic position on the north-south axis that connects Italy to Germany and Austria and South Tyrol's economic strength make it a perfect place to host events relating to the Alpine economy, with a particular preference for areas in which the Trentino-Alto Adige region is a known leader at national and international level. The institution exists since 1948, but its origins date back much further. Confirmed records of trade between Bolzano and Italy as well as neigbouring alpine regions date back to 1070. The original logo was based on Matteo Thun's sculpture (built in the year 2000) that towers over the entrance of the complex.
Due to an internal repositioning of the company and the fact that the original brand was in use for over 15 years, a rebranding process was started. It included a complete repositioning of the brand, a new brand architecture, corporate identity and corporate design. Without ever forgetting the institution's rich history and reflecting it in a contemporary way. Considering and incorporating the employee's views and ideas of what they think the company represents was a key aspect in finding the new direction for the coporate identity.