Scalo Milano

From a study of concept to positioning, name to identity, through a process of developing a proprietary visual language, communication campaign, digital strategy, and creation of an architectural concept consistent with brand identity.

Launched by Promos and Gruppo Lonati, Scalo Milano was an all-around branding project. A process initiated by a study of concept and positioning that step by step assumed a definite and complete form: name, brand, payoff, a proprietary visual language.

A kit of elements made it possible to develop a consistent and high-impact communication system for each touchpoint: from communication campaign to designing the magazine and the website to social media strategy to creation of an architectural concept consistent with brand identity, which guided the responsible architects in their design of spaces.

"Naming emphasizes the link to the local region and identifies the area, leveraging its proximity, everyday quality, and its nature as a transit area and integral part of the city."