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The communication campaign for Lugano’s new Viability Plan (PVP) targets at making the project intelligible for citizenship and explain its implications on overall urban mobility. The three-year campaign is conducted in collaboration with the Communication Office of the City of Lugano, the agency comunicAzione and CCRZ. 

Two recurrent elements define the identity: an arrow and a “signage” yellow. The Viability Plan’s complexity calls for an articulate communication that is simultaneously broadcasted on multiple channels. The campaign elements include informative graphics like posters, websites, maps and building site signalization, as well as more emotional supports like installations, commercials for television and cinema, videos and social networking. Characterized by the immediacy of its language, the campaign acquires a strong visibility and engages a highly heterogeneous public.

Client: Piano Viabilità del Polo Luganese
Photo: Ramak Fazel
Year: 2011–2012

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