MV AGUSTA 75th Anniversary Festival Identity

A 360° event branding concept to celebrate the 75th anniversary of the iconic Italian motorcycle brand. A complete take over of the town of Varese,  the home of MV Agusta, including physical installations, digital channels and Campaign materials.  The Festival was unfortunately postponed due to COVID-19 early this summer. The event logo took strong inspiration from MV Agusta’s racing history, reflecting racetrack chicanes and track gradients in the inktraps of the handcrafted typeface. Every engineered artefact from the MV Agusta archives was elevated to exhibited art piece, virtually and physically. Recreated in 3D to form and unlocked the story of each piece; highlighting the design and the engineering, celebrating every detail and the people who have the skill, the artistry and the craftsmanship to create them. In nearby Milan, a guerrilla statue cast entirely from white resign would appear on the Piazza del Duomo — announcing the festival.