Bellissimo curated Arexpo’s brand communication, a majority-public private company, creating a new narrative for its stakeholders, including institutions and high-profile companies. This involved a shift in positioning and mission, first developed through brand strategy and then presented across the new communication tools produced by the studio: a company profile, an overview video, the website.
The refresh begins with the usual phase of analysis and listening that underpins Bellissimo’s branding method. After interviews with Arexpo’s leadership and key project stakeholders, Bellissimo organizes the insights into a strategic report that serves as the foundation for future activities. The document delves into the company’s new objectives: originally created to acquire the land for Expo Milano 2015, then tasked with managing the development of MIND Milano Innovation District on the same site, and now called to collaborate on new urban transformation projects in the area.
The focus is on the advantages of the public-private partnership that Arexpo offers through its unique corporate structure —a “bridge” role between local authorities and major investors— and the expertise it developed through MIND. The tangible benefits for potential partners, combined with a compelling vision for a new model of urban regeneration, form the core of the branding Bellissimo proposes.
The branding process helps clarify the most relevant themes and propositions for the brand — in this case, a company focused on territorial development. The various communication tools translate these inputs into clear key messages. Among the materials created to refresh Arexpo’s story, Bellissimo produced an institutional video and a new company profile. The “Arexpo model” and its impact, benefiting both public and private sectors, serve as the core content.
The culmination of the branding process is the launch of the company’s new website — the “landing” hub for all brand communication. Completely redesigned by Bellissimo, the site presents Arexpo’s functions and goals within a clear, readable institutional environment. The content structure and layout highlight the company’s values and key messages, emphasized through bold typography. Pages alternate between more technical and simpler content, with minimal interactive elements, while the text provides entry points into the story of a unique organization in Italy. The MIND project, previously the sole focus of Arexpo’s activity, is now presented as a pilot for a replicable model, open to future developments.
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