Archivifuturi is both an annual festival and a network of artists’ archives. Started in 2022 by the MA*GA Museum, it promotes archives by opening them to the public and organizing exhibitions, guided tours, concerts, and other activities.
The Museum wanted an identity that did not correlate with the stereotypical image of archives - dusty, old places where volumes and boxes pile up and are accessible only for highly skilled professionals - but, instead, a dynamic and bold one that could attract people who might not even be interested in archives in the first place.
I designed a logo shaped as a forward-looking arrow that could signal both a practical approach, with the use of an olive green, and creative vision, with the use of magenta.
Every institution part of the archive’s network has been provided with a simplified manual, with basic principles on how and where to use the logo, allowing everyone to produce digital and printed materials without compromising the Festival’s identity.
A folded map gathered all the landmarks of the festival and explained the history of every archive. The aim was to design all the communication assets so that all the activities looked exciting and new.
Each archive’s history and purpose has been narrated on the Museum’s profiles, to further amplify their visibility and create a cohesive identity throughout every digital touchpoint.
To support the digital promotion of the network and its activities, I developed a consistent layout system that could be used autonomously by each archive on their social media profiles.
The entire project was documented in a book, Archivi del Contemporaneo (published by Nomos), for which I designed the cover and overall layout.
Since 2022, the Archivifuturi Festival has had four editions for which I updated the identity each time.