A new brand for a natural beauty

The essence of the brand is the essence of Ticino and the brand is accordingly condensed in the tagline that goes along with the mark:

Small moments, a great experience.

The Ticino Canton is plural; it doesn’t have a unique peculiarity: its essence comes from a multiplicity of moments, micro-experiences scattered in the region that forms a picture of rare beauty and charm. That’s why we have chosen the metaphor of the mosaic: many small and colorful tiles that give shape to an image.

The new brand derives entirely from the concept of micro-experiences. The logo is an irregular T and its configuration resembles Ticino’s geographical shape. The logo is made by many colourful tiles of different shades that compose a mosaic and convey the idea of a vibrant and multi-faceted place.

The colours are those that people can see while visiting the district: blue and green for the lake, the forests and the sky; yellow and orange for the sun and the sunset.

We got the inspiration also from the people we met during the research phase and from the heritage of the touristic communication of the district.

We were also inspired by the posters designed by Romano Chicherio, Daniele Buzzi and Orio Galli between the 30s and the 70s: those images show how this beautiful Region has always been represented through its vibrant colours.

Micro-moments

In Ticino, visitors may stumble upon many secret spots and live extraordinary experiences that will remain in their memories forever.

Ticino feeling

The Canton of Ticino has a unique flavour that makes it stand out from the rest of Switzerland: it provides a taste for life that resembles La Dolce Vita.

Far from the widely-known routes

Ticino is for explorers: it is sufficient to abandon the central itineraries for the traveller to live thrilling adventures and intense emotions.

The mix of these three factors is what tells the diversity that Ticino can bring if compared to the universe of tourist destinations. Within this framework, many other distinctive aspects contribute to moulding the identity of this region:

An excellent culinary and wine-growing tradition:

• The warm character of the locals
• The Mediterranean lifestyle
• The breathtaking beauty of the landscapes
• The most extensive network of hiking trails in Switzerland
• Many cultural events

Ticino and its identity are:

• Authentic: connected with its heritage and territory
• Different: multiple, multi-faceted, colourful
• Amazing: it dazzles visitors evoking great emotions
• Carpe diem: there are many small special moments to experience and share

The new brand identity of Ticino Turismo derives from a set of characteristics that also define the entire communication ecosystem:

The brand is thus:

• Iconic: it is memorable and recognisable in its claim as well as in its graphic composition.
• Narrative: it supports multi-level storytelling and promotes the identity of the region.
• Digital Native: the brand identity supports all the digital apps natively.
• Empathic: it addresses people directly, stimulates emotions and adds value to the storytelling.
• Future-friendly: it is flexible and it can adapt to an ever-evolving context.
• Pervasive: it can reside in different media channels and touchpoints.
• International: it conveys the DNA of the Canton to all visitors.
• Inclusive: it fits smoothly into the local and national tourism ecosystem.

From this initial concept, we derived the entire Brand Experience Strategy, its pillars, and its guidelines. 

The strategy impacts on the experiences and emotions that tourists live while visiting the region and while meeting locals. Micro-experiences are the focal point of the new brand strategy; they represent the fundamental component of the storytelling and convey the unique beauties of Ticino.

Many touchpoints for a unique experience

We have applied the new brand identity on many other supports, both digital and physical: the website, the new magazine, the posters and the merchandise.

A tone of voice to inspire, advise, intrigue

The new Ticino Turismo tone of voice changes according to the context, target, media and touchpoints. Ticino Turismo is an institution made of people who care about their region, and this is why it speaks in the plural form. Its primary goal is to promote the Canton and its beauties: so its language is plain and colloquial, and it invites to communicate with visitors.

Portray the experience

The images must show stories, emotions and the evocative potential of places. Each photo should focus on micro-moments, details, gestures, expressions and unexpected elements.

A video leap into nature

To better represent the metaphor of the mosaic, the videos mix takes into account the local context and details; sometimes the rhythm of the scenes slows down so the visitor can live the moment and appreciate it. We chose to underline Nature’s sounds by sometimes allowing them to be louder than the soundtrack.