The brand for the Italian Pavilion at the Universal Exhibition in Shanghai in 2010 was based on the theme 'Better city, better life'.

The design of the brand took inspiration from the architecture of the pavilion itself and from the mikado game, which is called 'Shanghai' in Italian – a typical element of Chinese culture, referring to the multiplicity of intersections and streets of the city.

Client:
Ministero dello Sviluppo Economico * Ministero degli Affari Esteri e della Cooperazione Internazionale

Sector:
Governmental * Public Sector

Country and Date:
Italy, 2010

Team:
Monica Solimeno * Client Director
Chris Scherer * Creative Director
Laurie Elie * Art Director
Maria Rhodes Castro * Art Director
Inarea, Rome * Agency

Design Disciplines:
* Brand Identity
* Brand Communication
* Brand Experience Design
* Brand Personality Building
* Customer Engagement
* Editorial Design
* Environmental Design
* Experiential Design
* Territorial Branding