Overview
This project positions Monferrato, in the south of Piedmont, as an international gravel destination targeting the DACH market.
To stand out from the cliché of the classic Tuscan gravel archetype, the concept highlights Piedmont’s unique offer: from medieval villages crowning hills to historic rural plains. Establishing a cohesive visual identity and clear routes, the project transforms a network of scenic, low-traffic dirt roads into a structured tourism product that drives sustainable local growth.
Co-creating all cycling routes, designing the launch event and defining the brand strategy, my role encompassed the visual identity and creative direction.
This project positions Monferrato, in the south of Piedmont, as an international gravel destination targeting the DACH market.
To stand out from the cliché of the classic Tuscan gravel archetype, the concept highlights Piedmont’s unique offer: from medieval villages crowning hills to historic rural plains. Establishing a cohesive visual identity and clear routes, the project transforms a network of scenic, low-traffic dirt roads into a structured tourism product that drives sustainable local growth.
Co-creating all cycling routes, designing the launch event and defining the brand strategy, my role encompassed the visual identity and creative direction.
Client
Tourism Board of Monferrato
Year(s)
2020–ongoing
Role
Product strategy Art direction Launch event Route design
Results
The route network has expanded over time from 4 to 10 official gravel tours, with an 11th currently under development.
The project remains active with ongoing communication management and has enabled the Tourism Board to engage local tour operators and guides, structuring and expanding the region’s commercial tourism offering.
A SELECTION OF projects
