Mus-e Italia: Creo, Cambio, Cresco

Mus-e Italia Onlus has a high-profile mission: to bring art (music, dance, theatre, visual arts) into the most disadvantaged primary schools, so that the discovery of beauty becomes a means of generating inclusion, empathy, self-confidence and trust in others for all children.

Mus-e joined the call with a clear objective: to redefine online and offline communication. With 13 locations throughout Italy, the project aims to bring the numerous realities to the territory. In order to bring Mus-e's message closer to the public, to make it more proximate and less institutional, RobilantAssociati set out to transform it into a ‘mobilising’ concept for people.

Mus-e Italia ETS  is a three-year artistic path that accompanies the child in discovering himself and the other, experimenting with different artistic disciplines together with classmates and teachers. The Mus-e network now has 13 locations throughout Italy: a network that manages to involve around 12,800 children and 578 public primary and nursery schools every year, from Turin to Lecce, from Brescia to Genoa, from Naples to Reggio Emilia, from Rome to Bologna and many other Italian cities.

Mus-e has always been committed to bringing art workshops to the most at-risk classrooms, suburbs, isolated contexts, and areas with the greatest social contrasts. The artists encourage children to creativity, self-expression and imagination, helping them to discover beauty even where it is hardest to find.

Thanks RobilantAssociati, a new logo, motto and communication guidelines for the non-profit organisation were devised, breathing new life into Mus-e and bringing it closer to stakeholders and supporters. The rebranding work started from Mus-e's core message, that of bringing children closer to art. Considering the concept of art too elitist as it is linked to the narrow world of painting, sculpture and architecture, it was preferred to talk about creativity. Unlike art, creativity is within everyone's reach. As Gianni Rodari said, ‘creativity is inherent in human nature and is therefore within everyone's reach. Not because we are all artists, but because we are all free'. 

Hence the creation of a new motto ‘Creo, Cambio, Cresco’ which identifies the three fundamental steps of Mus-e's educational offer and which, with its bright and lively colours, refers to the idea of spontaneity and creativity which are at the heart of the renewed message. The images and texts designed by RobilantAssociati also contribute to conveying this message by showing the enthusiasm and naturalness of children when they are grappling with their creativity. As Maria Garrone, President of Fondazione Mus-e Italia, says, ‘The RobilantAssociati team took us by the hand, guiding us through the change and telling us step by step the reasoning behind it. We felt honoured to receive advice from such competent people. I believe that providing quality services free of charge to third sector organisations can contribute greatly to their development. This collaboration has enriched us enormously, giving communication a new face and us, the Mus-e staff, new energy'.