SERVICES
Branding, Visual identity
WEBSITE
By reclaiming the “P” from Pagliazza and infusing sharp, broken-ceramic motifs with warm, vibrant tones, Museo della Pagliazza’s refreshed identity bridges history and modernity, giving the museum an inviting, youthful voice that honors its heritage while speaking to a new generation.
The Museo della Pagliazza, housed in one of Florence’s oldest medieval towers, lacked a visual identity that honored both its rich historical legacy and its modern role as a museum of archaeological and ceramic heritage. The branding needed to connect the ancient architectural roots, including Roman foundations and medieval uses, with the contemporary presentation of ceramics and fragments discovered during restoration.
We developed a visual system inspired by the tower’s broken-ceramic fragments and layered architectural history. The brand elevates the museum’s identity through a modular logo and graphic language that echoes the shards of artifacts unearthed in the archaeological digs. This design system works across signage, print materials, and digital platforms, creating a coherent and emotionally resonant identity that reinforces the museum’s heritage.
The core concept is fragmented continuity: while the museum celebrates broken ceramics and ancient shards, the design brings them together into a cohesive form, symbolizing how fragments of history build a unified story. The fragmented shapes in the logo and graphics pay homage to the ceramics excavated from inside the tower, while the layout and color palette balance antiquity and modernity to make the museum feel both historic and accessible.
