Casa di Gesso

Casa di Gesso is an experimental space dedicated to childhood and adolescence, to experience different practices of theatrical art and technique.

Casa di Gesso is in Cesena.

Ursula Borroni and Serena Poletto Ghella adopted this branding project, the result of a desire to communicate growth and become an example for the whole region.

The main objective was to communicate the change of Casa di Gesso from a ‘little school’ of theatre active in the area, to a school available to all and dedicated to the new generations.

Ursula and Serena approached this project in small steps, listening, making sure they understood each other's needs, strengths and weaknesses as best they could.

Casa di Gesso in Cesena was initially presented as a theatre school, but during the interview a more complex soul was discovered. The challenge was therefore to standardise communication and enhance recognisability, also considering the change of location and the consequent expansion of the range of activities.

With these fixed points, and being clear that it would be a project of excellence destined for the territory, they deepened the study of the context. Cesena is a town with less than 100,000 inhabitants that boasts a higher interest in art and shows than Milan and Rome, with a peak among minors (6-17 years old), but with an average age that is gradually rising. The question that Serena and Ursula asked themselves from this moment on was: ‘How to describe a child-friendly space in a city with few children?

They defined and broadened the target audience, speaking to children, but aiming at everyone's heart, to boost the community by supporting the new generations, institutions and stakeholders interested in sustainable development, aligning with their values.

Using a tone of voice that is functional, playful and authoritative at the same time, and maintaining the cornerstones of Casa di Gesso's visual identity, they worked on a light rebranding, starting with the new pay off ‘Crescere in scena’ (Growing on stage), and on brand architecture, through its visual identity.

Being a local reality, they were mainly dedicated to communication in the area, taking care of calendar events, the inauguration of the new headquarters and the launch of new activities. The visual identity of the website and social media was implemented with the idea of facilitating production, thanks to a variety of reference models and a photographic portfolio to draw from.

The objective achieved, which gave great satisfaction to the creative directors, was to create methodologies and tools that would facilitate Casa di Gesso in managing its communication even after the end of the project.