during may 2014 we have been called by widiba to restyle their new brand which was just selected from a contest on social network. widiba, born as an online bank project by mps group, should have had its debut on the market some months later.
we redesigned a new version of the logo providing particular attention to the curves harmony and the whole softness of the sign which is restyled keeping the same stroke.
during our first meetings we analyzed on a wider view the existent visual identity and we get to the conclusion that a new institutional typeface, designed ad hoc, could have been a great support for them.
we think that a person’s voice is strictly linked to his identity and that typography contribute to define brand’s identity as well.
we start the research on the widiba font development looking for inspiration from the geometries of the typography designed by herbert bayer during bauhaus and from the shapes of different devices screens with which this online bank should have reached its audience.
in some letters we designed some details taken from the shape of monitor’s angle which present external curves in contraposition with squared internal ones.
the first typography designed, together with type designer fabrizio schiavi, is a round, soft and friendly font, enriched by some small details with the same strong innovative spirit of the company.
later, to let the system be more flexible, we add to the font family four different strokes of the rounded font, then a condensed version with three strokes and, at the end, one stroke of a serif version.
for all the designed typography we’ve spent a particular attention to the hinting which allowed great legibility on monitors, even on the smallest sizes.
widiba wanted to re-think of its brand position, it is an evolution in terms of service and target too. in 2015 they decided to let us be the consultant to develop the new graphic format project.
the system we design has to be able to represent the identity of the company and to give support in a coordinated way, along all the communication materials, so to increase the brand awareness.
we always think of a brand identity as a human being, with his own values and his way of communicating which is distinctive for each of us.
through an anthropomorphic representation of the brand we help the client become aware of the changing from who they was to whom they’ll become.
it is an analysis process which help us to let widiba essence and its personality emerge, to define the style it will have and its tone of voice.
that is something allowing the bank to built up an authentic bond with its audience and us to design a more distinctive graphic format.
we design a complex system with different elements: brand, institutional typography, icon set, art direction photography, color palette and modular grid.
three graphic modules communicate between each other moving into the space and creating ever new compositions always recognizable so to adapt easily to different formats and medias. it is a simulation of a responsive system linked to the ideal of this bank as an online and customizable platform.
everything is coded into a large brand guideline.
in 2016 widiba was designing their new bank headquarters and we’ve been nominated to develop the wayfinding system.
working at home means to work in a comfortable, informal, cozy, relaxed way. that is exactly the spirit of the bank introduced in its new spaces through all the architectonical project by zanon architetti associati.
our work starts from a question that is: how is a home wayfinding?
in our houses there is no a proper wayfinding and it is usually developed informally, sometimes casually.
information are often written by hand and calligraphy became the way to connect who is writing the message and who will read it.
our project is based on that answer and we developed an informative wayfinding and a more decorative one.
we analyzed the offices and people fluxes to understand the complexity of the space, the main junctions and the spot needing indication in terms of quantity and typology.
we work on the project using wayfinding principles linked to the creation fo a landmark to guide, then we create structured paths and floor maps to give a wider vision of the space.
the initial concept lead us to design a serie of panels casually leaning against the wall close to the main junctions, they became the core of the wayfinding system bringing all the main information to move into the offices.
we invited 10 calligraphers, italians and internationals, to write on the wall the names of the floors and of the meeting rooms creating different landmarks into widiba space, each with its personality give by the calligrapher style.
the wayfinding system is completed by some panels with concise maps and an icon set.
he informal spirit of the bank and its no ordinary style is translated even on floor’s names and meeting room’s one. floor has been called by short phrases suggesting the main activities of the space and the more common names of widiba people has been chosen to describe the meeting rooms.
creating experiences becomes the name of marketing and digital innovation offices floor, why not! is the ceo floor, let’s meet up is the floor dedicated to meeting rooms and auditorium.
if you want to schedule a metting you can just announce: “let’s meet to marco’s” or “see you to anna’s”.
this is the most complete and complex branding project we ever done, it allow us to use our method and our passion to designing all the elements of the identity: from the “micro” ones like typography, to the “macro” as wayfinding.
during these years of consultancies at widiba we had the chance to meet a lot of energy people with whom we share innovative vision and who often inspired us.
we feel ourselves as real partners of this group we still give support to: from the recent project of the visual identity of a new private section, to an interactive installation to celebrate the first years of their history.
type design with
luca barcellona (italy)
team blazin (holland)
barbara calzolari (italy)
francesco guerrera (italy)
mr kams (spain)
deep masito (italy)
andrea rafiki (italy)
mr zé (spain)
alessandro zonta (italy)