Oltrevia (literally “Beyond the way”) is an initiative aimed at making education on social and environmental issues (such as gender inequality, sustainability, climate change, environmental migrations, and others) more accessible to young people in Italy’s Veneto region. It comprises of a lecture & workshop series, and of five projects of direct action (called Mestieri, “things” or “chores”, in the local dialect).
The brand identity has been developed to full guidelines and has been used in print applications, on social media, and in numerous presentations.
The task was to build an identity that was flexible enough to encapsulate the diversity in activities within this umbrella project. The logo was inspired to the ometti, the small stone towers that, in the Alps, indicate footpaths. The graphical elements riff on the concept of exploration: they represent islands, archipelagos, and footprints or fingerprints. This conceptualises the theme of objectivity versus subjectivity, an idea that is heavily featured in this initiative.
Masthead and tagline for the Mestieri campaign and social execution (below).
The design process was very collaborative, with a democratic feedback & approval process that involved over 30 people. Every decision was, therefore, carefully considered and motivated.
Below are a few examples of the design exploration.
