Ifis art | Luther Dsgn

Industry /

Culture, Public & No profit

IFIS ART

Create a virtuous brand to make art accessible to communities and people.

BRIEF

In the context of the 2024 Art Biennale, Banca Ifis, official sponsor of the Italian Pavilion, launched Ifis art, the new project that brings together all the initiatives in the field of art, contemporary creativity and culture created by Banca Ifis with the aim of generating value for people and communities. The starting point was the definition of the identity of the new brand, first of all the logo, which had to be visually linked to the identity of Banca Ifis, but we went much further…

SOLUTION

We supported the bank in the creation process at all stages, from the initial logo idea to launch. We developed the materials to support the presentation to the press and the multiple activities that followed: the opening of the International Sculpture Park at Villa Fürstenberg, the main art venue promoted by the project, the development of the advertising campaign on various touchpoints: the Frecciarossa screens, the OutOfHomes, the water buses in Venice and the social channels, as well as some events inside the Villa. The work carried out for Ifis art was divided into multiple stages and continues today.

A LOGO THAT GIVES SPACE TO ART

The name Ifis creates a direct connection to the main brand, but its chromatic characterization and the cuts of the “is” sign create the virtual space for the word “art”, generating a harmonious composition made of poetry and formalism. All the elements suggest a transformation but at the same time remain linked to the Bank’s logo which manifests itself clearly, thanks to the bloom in the center of the composition.

A MONUMENTAL PRESS LAUNCH

The production of materials to support the press conference included the development of a logo animation for the opening of the event, “monumental” style unveiling panels and support for the bank team in the production of the video presentation.

AN ADV CAMPAIGN FOR THE MUSEUM WITH ENGLISH LAWNS

To promote the opening of the International Sculpture Park at Villa Fürstenberg, we exploited the touchpoints of the train and the vaporetto for a concept that recalls the imagination of every traveler: “Destination beauty”.

For the social campaign, the concept had a more mainstream approach and invitation to visit, with the claim “Where nature meets art”, which generated a boom in bookings via the Ifis art app.

MUSIC AND ART AT VILLA FÜRSTENBERG

The villa hosted the first external event of the Public program of the Italian Pavilion of the Biennale Arte 2024: the Ballade for ten trees, the sound performance by Massimo Bartolini with 10 saxophonists. For the event we developed a foldable maxi-map with the toponymy and the list of works and performances, to guide spectators inside the park.