“… and the winner is…” is the sentence that will be pronounced on 30 Mayon the opening night of the first “European Design Festival”organized by AIAP – Italian Association of Visual Communication Design – which will take place for the first time in Naples from May 30th to June 2ndduring which the winner of the competition will be announced and the new brand of the Royal Palace of Naples.
The team composed of Francesca Pavese, Vito Della Speranza, Francesca Cuomo And Ciro Esposito had the winning idea among the five finalist candidates, selected to create the new coordinated image of the Royal Palace of Naples, out of 218 applications for participation.
The leader of the group is Francesca PaveseRoman, who participated with a team with whom he has had a consolidated working relationship for over 6 years.
«I had the opportunity to work with an exceptional team, great professionals from Ischia in Naples with whom we had already created exhibitions at the MANN and at the Scuderie del Quirinale – said Pavese – I believe it is fundamental that people from the area worked on a Neapolitan project. It was a great challenge that we are happy to have won, given the large participation of candidates, some of whom were also very successful at an international level.”
The group authoring the winning project will receive payment a prize of 15,000 euros and, during the evening, the logo will be presented.
The other finalists were Giuditta Valentina Gentile (Florence), Miguel Palmeiro Designer (Porto-Portugal), FM Studio (Milan), Stefano Tonti (Rimini). The results are public on the website www.aiap.it.
To the candidates selected second to fifth place will be recognized, by way of reimbursement of expenses, a prize of one thousand euros and their projects will be exhibited inside Palazzo Reale, on panels created for the festival.
And the the Royal Palace of Naples for the first time bans a competition to create your own brand through the development of a brand/logotype and the visual identity system.
The activities of the competition, divided into two phases, were operationally coordinated by the AIAP – Italian Association of Visual Communication Design.
The will of the museum management of renew your image for promotion and communication activities it is an integral part of the project which intends to bring the palace back to its international dimension as a theater of European history.
«The project to reconstruct the identity of the Royal Palace of Naples – states the director of the Palace, Mario Epifani – in addition to giving the greatest possible visibility to the treasures it houses, it promotes every possible connection with the other royal, Italian and European residences, which are today united with it by the need to adapt the spaces of what were once residences to the needs of a modern museum.”
In the first phase of the competition launched at the beginning of the year, 231 applications for participation arrived from all over Italy and also from European countries, of which 188 applications were found to be suitable and regular, all anonymous and identified through a code.
Among the applications received, on March 5th five were selected by the commission composed of Mario Epifani director of the Royal Palace of Naples, Almerinda Padricelliarchitect of the Royal Palace of Naples, Cinzia Ferrara professor University of Palermo, Past President AIAP, Biagio Di Stefano ambassador Campania AIAP e Ilaria Montanari AIAP National Councilor, considering the portfolios and curricula, the quality of the professional works presented in the portfolio, the relevance of the works carried out to the theme of the tender and the experience of the team and the group including diversified professionalisms.
The candidates then developed their proposals in 60 days, designing a new brand and the visual identity system. The works were evaluated by the commission by analyzing the originality, the coherence between the graphic sign of the brand and logo and the entire visual identity system, the recognisability and communicative effectiveness of the various elements proposed and the flexibility and versatility of use on analog and digital media.
«Once again we have had confirmation of the importance of good management in the tendering of services dedicated to the design of visual communication and in particular to the project of important brands such as this – states the AIAP National President Marco Tortoioli Ricci – In fact, too often we see how a fundamental aspect in the strategic affirmation policies of our major cultural institutions is entrusted to simple competitions of ideas without considering the importance of the level of professionalism required to carry out projects of this level and without composing commissions that know how to evaluate competently the complexity of the variables that a complex project must be able to cover. We are particularly pleased that the management of the Royal Palace has recognized AIAP as the appropriate partner to carry out an operation that we are sure will prove decisive for the future of a cultural treasure of the city and the country”.
Francesca Pavese, Roman, trained in Milan as a student of AG Fronzoni, is the leader of the group. You have been in the communications sector for forty years with numerous works in the field of cultural heritage in your portfolio. You have curated the image of various exhibitions for Electa, Civita, Artemisia, Mondo Mostre, Fondazione Roma Museo and MAEC-Museo dell’Accademia Etrusca di Cortona – for which you have curated the permanent graphic layout. As part of her business, she often associates with high profile professionals. In 2016 you won the competition for the new visual identity of the National Archaeological Museum of Naples for which you worked for eight years and, in the same year, the one for the complex of Santa Maria della Scala in Siena. Two years later you created the coordinated image of the Campi Flegrei Archaeological Park and the graphic layout of Classis Ravenna-Museum of the city and territory, for which you continue to design temporary exhibitions. In the last two years you have held numerous exhibitions in Rome, at the Archaeological Park of the Colosseum, at the Domus Aurea, at the Scuderie del Quirinale and at the Museum of Rome at Palazzo Braschi.
Vito Della Speranza, from Ischia, is a designer specialized in visual communication, brand identity and web design who graduated from the Higher Institute of Design in Naples. He collaborated with Zelig Comunicazione, with which he participated in the team that won the Compasso d’Oro XX edition in 2004 for the visual identity of the Archaeological Superintendency of Pompeii. His client portfolio includes Scabec, Electa Mondadori, Mibac, CoopCulture, National Archaeological Museum of Naples, Municipality of Naples but also prestigious brands such as Ferretti Group, Mercedes and, from his homeland, the Archaeological Museum of Pithecusae. From 2011 to 2016 he was a teacher of graphic design at the Istituto Superiore di Design Napoli, and since 2015 he has been a founding member of Sintesi Studio.
Ciro Esposito, a visual designer also from Ischia, studied at the Istituto Superiore di Design in Naples. He collaborated with “Zelig image and communication” as a visual designer for six years following projects for prestigious companies and institutions such as: Archaeological Superintendence of Pompeii, Cantieri Navali Rizzardi, Colombo Yacht, Canados Yacht. Since 2015 he has been a founding member of Sintesi Studio. The main projects followed to date are: Kiton, KNT Kiton New Texture, Sartorio Napoli, MANN National Archaeological Museum of Naples, Maggio dei Monumenti.
Francesca Cuomo she is Neapolitan, graphic designer and art director, trained at the Istituto Superiore di Design in Naples. You have worked in Naples and Rome with various communication studios and agencies including “Zelig image and communication” and “Roncaglia & Wijkander”. You have signed several projects for numerous national and international public and private companies such as MAXXI, Mercedes, Eni, Bnl and Poste Italiane. You founded the communication network “Brainboxadv” continuing your career as a freelance art director. You currently also hold the role of Chief Marketing Officer at “Zero-90 srl” in Milan.
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