Visual identity co-design for the revitalization of a community market
Local food and craft markets are important community resources. They foster relationships and showcase independent productions, boosting the local economy.
Often, local markets go under the radar for lack of clear and impactful communication and identity. We worked with a non-for-profit organization in Bergamo, Italy, to design the new strategic intention and visual identity of the Mika Market. It was an occasion to give producers and exhibitors a voice on what the market means in their city and life.
Through an open call, we created a team of local creative minds. With them, we involved producers and organizers to understand how the opportunity of participating to the market would contribute to their business or initiatives.
Most of the interviews and activities happened directly on the site of the market to understand the connections of the market with the local community.
From the engagement with all the groups around the market, we understood that:
- The market wasn’t only an opportunity to sell products (most producers had developed online shops or a network for distribution), but also a place where to meet other producers and have exchanges with users to understand what the community wants and needs.
- The market included many non commercial activities like performances, music and cultural events. Producers felt connected to these initiatives and their underlying social values, and wanted the message of the market to be represented in all these aspects beyond its commercial goals.
- The intention of the market wasn’t specifically linked to its initial location, but wanted to expand in other underused areas of the city, for this reason the visual communication was meant to work on various media and places across the city.
Temporary Work Environment
We created a two days design labs where we ‘baked’ all these insights in a visual identity co-designed project.
The lab, by involving local creatives from non design disciplines also, was able to provide the organizers with a report of recommendation on how to run the next editions of the markets, based on the exhibitors suggestions and needs.
We produced a deliverable package with all the graphic assets and guideline, to be applied on a range of media and around the city.