Teatro Di Cestello
DURATION
10 weeks, Spring 2024
ADVISORSilvia Agozzino
PROJECT SCOPEBranding & Identity
The new brand identity symbolizes the convergence of diverse voices and embodies the theater’s values of community and unity. I hope to enhance the theater’s presence in Florence with this new identity, especially since situated away from the city center and currently lacks widespread recognition. This effort aims to attract new audiences, increase appeal within the local cultural scene, and ultimately foster greater community engagement and support for the theater.
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THE PROCESSI felt stuck at the beginning. The theater didn’t have a strong visual identity, and its small, local nature made it hard to know where to start. How do you build something meaningful when there’s barely anything there? But as the project went on, I realized those same challenges were actually creative opportunities. Once I stopped seeing the limitations and started paying attention to the theater’s quirks and charm, the ideas started to come naturally. I wanted to design a brand identity that felt like it belonged, not just to the theater, but to the community around it.
THE SOLUTIONThe reworked primary logo is a woven lettermark inspired by the theater's name, cestello. This symbol felt both literal and metaphorical, representing the theater and the community it unites. The logo’s simplicity creates a clean, modern design that serves as a flexible foundation across a range of materials. The color palette draws from the vibrant hues of the theater’s interior, reflecting its physical environment while conveying warmth and energy.
The new identity is modern, approachable, and connected to the space and its community. It is adaptable across advertising and merchandise while remaining warm and inviting.
This semester-long project turned out to be one of the most valuable learning experiences I’ve had. In the end, I learned that creativity is not always about starting with a grand idea. It often starts with seeing potential in unexpected places. Sometimes it’s about noticing what’s already there and letting it guide your decisions, rather than trying to impose something entirely new. This process showed that authenticity comes from paying attention and really observing the space, the people, and its story. By leaning into the theater’s character and the community around it, I was able to create an identity that feels meaningful and at home.