Effetto Piemonte
A REGION IN CREATIVITY
Between visual intuitions and impossible advertising, a creative project that lays out the personality of a region. A book of research and visions, designed to express and imagine Piedmont at its best.
A task that doesn’t come around too often: supporting Torino Stratosferica in the creation of an editorial product for regional branding, showcasing the most inspiring results of a research and vision project on Piedmont’s positioning for public clients (Hangar Piemonte and DMO Piemonte Marketing). Bellissimo was in charge of the creative direction and visual design of the book, a volume without preset templates. The title: Effetto Piemonte.
The stylized shape of Piedmont is a fixed element for every regional brand, from tourism to mobility. Here, the administrative borders dissolve into a playful, camouflaged pattern.
The regional identity captured in a visual. Piedmont: tangible and inventive, pragmatic yet visionary — Piè + Monte, feet on the ground and eyes on the horizon.
The Effetto Piemonte – Piedmont Effect is that special factor that characterizes the region and makes certain projects —with specific qualities— feasible only here. For this reason, it is also the distinctive element to place at the center of Piedmont’s future. The content is the result of a listening and research process led by Torino Stratosferica, involving over sixty personalities through interviews and collective workshops. The book surveys the region’s core values and reworks the ideas into twelve future scenarios — but how to represent all this visually?
The region’s emblem rotates, with the “heraldic label” transforming into the initial “E” of Effetto Piemonte. Another recurring graphic element is the diagonal-striped band inspired by construction work in progress.
The cri-cri, described as a “praline dressed as a candy,” becomes a metaphor for Piemonte: a matter of elegance and understatement. Another insight from the visual design project.
Bellissimo embraces a path of creative freedom. The visuals reinterpret key concepts, while other graphics enrich the book with ideas, objects, and visions. From this approach emerge the many inventive elements that accompany the text and reflections on the region’s identity, horizon, and future outlook: a collection of pictograms symbolizing Piemonte, botanical species linked to the region’s values, cartographic reinterpretations. The thread that ties it all together is the shape of Piemonte itself, a constant element in every local brand, here reimagined through the camouflage pattern on the dust jacket.
From anchovy tradesmen to digital nomads, from Walser houses to sustainable construction: among the most engaging content is a collection of old traditions that invite reflection on our future. The research includes contributions from Maurizio Cilli, architect and artist.
Visual metaphors, parody, genius loci: the pages of Effetto Piemonte become a playground for the imagination. The book also features a series of fictional territorial marketing campaigns, a catalog of EP albums inspired by local places (EP for Effetto Piemonte), and a range of 21 Piemonte Magique fragrances reflecting the flavors of Slow Food presidia. True, they are playful inventions — but each of them celebrates the region’s actual potential, its distinctive traits, and the special elements that truly reveal the existence of an Effetto Piemonte.
Fictional advertising campaigns. Among the book’s bonus content, there’s room to freely explore what makes the region attractive: the results of this playful take on regional branding aren’t so far-fetched after all.
Piemonte, a region rich in natural beauty, imagined as the perfect retreat for bands and musicians. Among the releases from Effetto Piemonte Records: L’ultimo Walser and The Pink Album, recorded at the foot of Monte Rosa.
Moscato Passito, Caraglio garlic, Ceresole d’Alba tench… Effetto Piemonte closes with an unmatched reminder of the value of biodiversity in the region that gave rise to Slow Food.
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