Territorial branding for the Swiss city of Lugano and its region. A new law from 2015 re-defined the borders of the different regions, enlarging the metropolitan area of Lugano to the countryside and the villages around it. The law also allowed the single regions to promote themselves independently, where previously a single national authority was designated to promote the entire territory. With this change as a starting point, the project proposal was developed with two main objectives: on one side to create a brand suitable to represent the uniqueness and heterogeneity of the region which could be functional especially for the promotion abroad, on the other side to build a feeling of membership and belonging among the residents as well as the local industry and economy, in order to maximize the visibility of the brand all over the territory through different kinds of implementations.
Situated in the very south of Switzerland, right at the border with Italy and only 50 km away from Milan, with its mix of cultures, Lugano represents a very atypical destination within Switzerland: palm trees, olive oil, mediterranean weather and cuisine can all be found in a safe, quiet and efficient Swiss context. The brand essence that emerged from this context is "differently Swiss" which has been translated visually in an alteration of the Swiss flag to form the letter "L" for Lugano. The branding process included the creation of a graphic system that aims at displaying the variety of the regional offer. The offer has been re-organized in 12 different categories and for each category has been created a specific font in order to give different connotations to the letter "L" of Lugano. This allows to stress the concept that is used to define the brand symbol while, at the same time, it expresses the many manifestations of a single reality: a place where each resident or visitor can find his own personal way of living it.
The launch of the brand has been broadcasted on the national tv channel during the news and the brand has been on the first pages of all main national newspapers. In terms of results, 2 of the most important municipalities of the Region have requested to host branded installations on their territory, while all main economical players have proposed their help in spreading the brand through the territory confirming the great willingness to be all represented by the new brand and showing an extraordinary spirit of membership and belonging. The launch of the brand has been broadcasted on national tv during the news and was featured on the front page of all main newspapers. In terms of results, already 2 of the most important municipalities of the Region have requested to host branded installations on their territory, while all main economical players have proposed their help in spreading the brand through out the territory, showing great willingness to be all part of and represented by the new brand, showing an extraordinary spirit of membership and belonging.