L’Italia è il Paese che Amo

How does the vernacular visual language speak about contemporary behaviours and national culture? How does the typographic landscape around us bring awareness to the cultural and socioeconomic gap between people and generations?

L’Italia è il Paese che Amo (Italy is the Country I Love) is a project that brings forward the conflicting visual landscape that surrounds Italians. It is designed to be "anti-design" playing with a lively color palette, contrasting and messy messages and an overloaded use of Helvetica typeface—a small tribute to Massimo Vignelli. The visual project hopes to touch on difficult issues about labor wages and rights of workers and the growing wave of hatred and intolerance in the country supported by mass media and political currents.

Graphic design is not always created by good designers and the messages are often broken. Sometimes this non-professional approach can create beautiful pieces of ugly design and the mix with iconic visuals is a balm for the eyes. With this work, I'm ghostwriting the Italian culture's stream of consciousness through amplified, stereotyped and conflicting messages.

YEAR: 2021
SCOPE: Cultural Exploration, Creative Direction, Design

On January 26, 1994, Silvio Berlusconi appeared on Italian television screens announcing his "entrance into the political field" with the now famous opening line: "Italy is the country I love". This moment marks a cultural and socio-economic turning point of the country until today.