The visual identity is a symbiosis between a slow lifestyle and the young culture of an underground urban movement. The letter G becomes a symbol of recognition, freeing itself from its essence of character to become a sign of identity of Genere Urbano.

The posters represent a comparison between two ways of moving: by the private car or by using different transportation services. The goal is to represent the automobile as anachronistic and uncomfortable.

Genere Urbano

A new imaginary for the sustainable mobility

  • Branding
  • Strategy
  • 2020
  • Politecnico di Torino
  • with Stefano Zappia
    Claudia Bertoletti


Genere urbano is a project developed during the second year of bachelor at Politecnico di Torino. The aim of the campaign is to encourage Turin citizens to sustainable mobility, by relying on the possibilities offered by integrated mobility. We focused on changing the negative image linked to public transport by using an emotional key to show the positive imagery of it. Build a community of people has the habit of moving in a integrated way, make it a lifestyle and create a new status symbol.