Natural Park of Lucretili Mountains｜Visual Identity

•

Visual Identity project for the Natural Park of Lucretili Mountains, located near Rome.

The Park is part of a vast network of Protected Areas in Italy, and the Brand Identity project aims to exploit the landscapes, ecosystems and activities that characterize the Park. Specifically, the project focused on the development of a dynamic identity with

a generative approach, which varies shapes and colors based on external parameters, giving life to infinite variations on the theme.

The concept for this dynamic identity comes from the combination of Styrax officinalis’s flowers, a rare plant which grows in abundance in Lucretili Mountains, and the function of the compass, which helps explorers during their travels in unknown locations.

The final result is a six-petal flower that constantly changes its colors and petals’ inclination according to real-time changes in user’s position, altitude, temperature, humidity and so on. Furthermore, the farther the user is from his destination, the more blurred and transparent the flower-compass is; as he gets closer, the more defined the pictogram becomes. This effect was inspired by aerial perspective, the effect the atmosphere has on the appearance of an object as viewed from a distance: as the distance between an object and a viewer increases, object’s outlines become less defined and its colours shift toward the background colour.