For the rebranding of Lazio Terra di Cinema (the hub of the film industry in the Lazio region), we took inspiration from the iconic hand gesture directors and cinematographers use to frame a shot—a horizontal double “L.” We turned this gesture into a logo and brought it to life as a large-scale installation in the event space created for the Rome Film Fest, where we organized a series of talks and workshops on the future of cinema.

We then expanded its potential as a graphic format through a series of TV idents conceived and edited in-house at Arsenale23. Finally, we transformed it into a visual language for a print and social campaign, enriched with playful vox-pop videos.

Many think a logo is just a label to stick on a package or a doorbell.
Thanks to Lorenza Lei for instantly understanding how much more a logo can be. 🙂