The Italian Embassy in Berlin commissioned me to create a visual identity for ITaliens, a series of exhibitions featuring contemporary Italian artists living and working in Berlin. Just as the series’ name is a play on words, I wanted the logo to play with the space between the traditional and otherworldly. The beginning of the word is written with bodoni, one of the oldest Italian typefaces, but the second half is quite foreign: printed letters, crumpled up, rescanned, and digitized.

Once the logo was established, it was time to create a flyer for the first exhibition. The embassy is full of classic, traditional Italian architecture and old forniture; I projected the logo into the building’s staid surfaces. Photographs of the results gave me a series of images to correspond with the series of upcoming events.