Studiomeme adopts Art Days - Napoli Campania

The Associazione Attiva Cultural Projects was founded in 2019 with the intention of promoting, researching, and activating connections in the world of contemporary art, with a particular focus on the proposals and research of emerging artists. The association organises the festival Art Days - Napoli Campania, the first widespread week of contemporary art in the city and the region.

The Art Days festival, having reached its third edition, gets a ‘Crossing Layers’ concept. Studiomeme becomes one of the Communication Sponsors of Fondazione Italia Patria della Bellezza by adopting Art Days and interpreting its concept by creating the edition branding.

The challenge presented is twofold.

On the one hand, there is the need to interpret a complex theme such as the ‘fluid cross-layering’ represented by the title, which refers to the stratified conformation of the Campania region as well as to the different identities that populate its art scene.

On the other hand, there is the need to stand out in the communication landscape - that of contemporary art - that is highly standardised in terms of communication: the graphic principle of composition, often to the detriment of readability or accessibility, is the guiding principle of the sector's communication.

Studiomeme's creative strategy starts from three inputs: the openness to contemporary languages, the festival's participatory approach and its layered dimension.

Hence the decision to integrate Artificial Intelligence into the branding process to generate abstract images reproducing natural, biological or fluid elements with the intention of visually representing the idea of ‘contamination’ and integration between different instances.

The result of this photographic processing is an evocative image with a high visual impact, capable of highlighting the festival and its bottom-up and open-minded approach. In fact, the synergic and entropic relationship between different visual elements refers to the profound stratification that characterises the territory and the multiple presence of entities and artistic projects capable of contaminating each other in a constructive manner, giving rise to unique and unexpected results, which everyone can experience and interpret freely according to their own sensitivity.

Dynamism and contamination are then reflected in the choice of a graceful font with a high visual impact, capable of standing out for its elegance and uniqueness.

The corporate image was applied to the different tools of the festival, from social media to brochures, from posters to flyers, from roll-banners to signage.

‘We are proud to have signed the branding of an event that shares with us the same founding values: curiosity, continuous research, experimentation and openness. The fact that the board of Studiomeme, as well as that of Art Days, is primarily female, is a further added value that we consider precious in the context of the contemporary scene’. Silvia Corna - CEO Studiomeme.

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