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ITALIA MIA Festival
Italian Arts & Culture Festival in Hong Kong & Macao • 2019—2022
From 2019 to 2022, we designed a flexible branding system combining sleek typography with brush-stroke elements in Italy’s flag colors, for the new Italian Festival of Arts & Culture in Hong Kong. This visual identity was applied to logos, year-specific taglines, event posters, backdrops, brochures, digital banners, and on-site props—creating a consistent yet adaptable aesthetic across all media.
The Italia Mia brand remains embedded in Hong Kong’s cultural fabric: annual events extended beyond the festival month, initiatives like working holidays and language & culinary programs are ongoingly promoted by the Consulate and Chamber—bringing sustained brand value to our agency and long-term cultural benefits to the city.
Creative Solutions
Visual identity refresh
Clean, contemporary logo, custom icons, and layout system across print, digital, presentation and signage: a unified brand language.Illustrations & imagery
Bespoke illustrations and photo treatments created for events, campaigns, and social posts—elegant, engaging, Italian-inspired.Website overhaul
The site—developed responsively—served as the primary hub. Users could explore event categories, filter by date and location, and RSVP directly. Social-media-ready assets adapted for Instagram, Facebook, Twitter, and LinkedIn drew awareness. Live feeds and RTs of Consulate, Chamber, and Institute updates brought high engagement—especially during launches, food weeks, and festival peaks.Events & campaigns
From major exhibitions (Leonardo Da Vinci originals in 2019, Botticelli/Uffizi in 2020) to retrospectives (Fellini, Pasolini), opera galas, food weeks, truffle dinners, wine tastings (e.g., Vino Condiviso, Knights of Alba) and family-friendly concerts—each got tailored promo videos, program trailers, and live highlights. Professionally edited clips enhanced digital storytelling, driving shares and online impressions.Events props & on-site presence
For the Chamber-hosted "Living the Italian Way" fairs, we produced modular booth graphics, directional signage, stage backdrops, and flags. Flagship events utilized branded podiums, roll-ups, props, and photo spots (e.g., wine-pairing dinners, opera nights), fostering immersion and media-friendly sharing.
Results & Impact
Over 1M social impressions per season, with peak engagement during opening exhibitions and gastronomic events.
Institutions & partners coverage: Asia Xpat, The Honeycombers, Time Out, BC Magazine, Agenzia Nova, CulturePlus, HKMB and others regularly featured Italia Mia — sometimes across 50+ outlets per season
Visitor & participant growth: from ~5,000 in 2019 to ~20,000+ attendees by 2022, with event-specific milestones (e.g., 40+ events in 2022, truffle dinners sold out, Da Vinci exhibition record visits).
Celebrated Italian arts in Asia: Da Vinci drawings, Botticelli/Uffizi masterpieces, Fellini & Pasolini retrospectives—all attracting art-lovers.
Deepened cultural ties: Young HK locals accessed working holiday schemes, Dante readings, language offerings, and regional gastronomy through Italy-HK initiatives.
Strengthened community: Italian expats and local citizens bonded during charity fairs (IWA Mercatino), family concerts, opera nights, and cooking demos.
Lasting resonance: After the festivals, venues like the Peninsula HK continued celebrating Italian themes (Dante dinners, wine showcases). The identity permeated 2024 events such as Italian Week & cultural dinners.
Events Booklet Design & Print Collaterals
Each year’s 40+ events were compiled into purpose-designed, glossy calendar booklets—clean layouts, rich imagery, clear sections (art, food, music, kids, talks..). We also crafted elegant flyers, brochures, and digital-to-print ads to amplify event visibility.
Branding: unified visual system across events, brochures, props, website, social.
Digital: site launch, strong UX, social engagement via video and feeds.
Events: 40+ curated experiences yearly; art, opera, food, family, fashion.
Reach: 1M impressions; multi-outlet media coverage; 20,000+ annual attendees.
Impact: Cultural dialogue, community integration, ongoing events post-festival.
Strategic coherence: one visual language applied across all touchpoints.
Emotional narrative: “livin’ la dolce vita” was not just a theme—it drove every experience.
Cultural resonance: rooted in genuine Italian heritage, engaging both local and expat audiences.
Resilience: even amid political tensions and pandemic, the festivals thrived—2020 and 2021 marked by innovative digital-physical formats and hybrid events
This project exemplifies how disciplined branding, digital storytelling, and cultural programming can drive multi-year impact across public diplomacy, lifestyle marketing, and civic engagement—delivering memorable experiences and meaningful connections between Italy and Hong Kong.
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