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BRAND PYRAMID
35
SLOGAN
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SLOGAN
Concept 1
Explore the faces of Assisi...
Concept 2
Find your story in Assisi
Concept 3
Find your inner center in Assisi
Concept 4
Assisi, the heart of Umbria
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Assisi, the heart of Umbria
Brand Essence
What is at the core of the brand?
"Stones may speak, but People tell the stories..."
"Explore the people behind the story..."
BRAND
INTER-
CONNECTEDNESS
MESSAGE
There is a lot to explore in this living city. The local people give Assisi it's most valuable meaning. Visiting Assisi provides an opportunity to reconnect with yourself and your sense of appreciation for humanity.
LOGO IDEAS
Landscape
People
LOGO
Brand
Essence
Origins
Brand Personality
What are the characteristics?
- Encourages exploration...
- Culture
- Nature
- Origins
- People
- Authentic, lively and connected to a sense of self.
- Original
Brand
Personality
Brand Tonality
Brand Tonality
What values does the branding resonate?
- Heartfelt
- Passionate
- Inspiring
Brand Promise
Brand Promise
What are the functional benefits of the brand?
- Brand promises a sense of humanity, activity and love when you visit Assisi
- Brand will align with aims to promote slow travel and sustainable, balanced
- Sets an example for other cities that want to diversify their tourism offerings & profile
Features & Attributes
Attributes
Characteristics of the destination conveyed by brand
- It connects the audience to the essence of Assisi
- It communicates Assisi's assets, including the people, the natural beauty and the cultural offerings
- It encourages travel to Assisi as just the starting point
BRAND PYRAMID