Do it yourself
145 x 84 cm
With more than 800 members, this association aim is about promoting music, poetry, performance and other cultural art forms. Turba is located in the center of Lugano in an old 700s bourgeois apartment filled with stuccos and frescos.
Being a non-profit cultural association with a tight budget, the questions about being flexible and accessible were key points of the project. Automatico Studio decided to approach the visual identity as a social program. Instead of delivering the service to the client, the client has to design the project upon on a set of rules systematized by Automatico Studio. “Somehow it is like sharing the recipe of a delicious vegan cake to your cousin”: says Demian Conrad.
Automatico Studio delivered to Turba a modular-template-system with the basic elements: InDesign template files, online guidelines and a pile of paper, some printed with offset Iris gradients and some with fluorescent colors. This DIY kit with its elements enables Turba to become part of the creative process freeing it from the old designer-customer relation. “Turba is now a co-designer”, says Carlotta Zarattini, president of the association.
In order to communicate the rich activity of the club, Automatico Studio designed an exterior signage system that changes every day, both the content and the design.
Composed by ten A3 posters arranged in two lines of five, every poster has it’s own function: one for the monthly program, one for the daily event, one for the current monthly theme and two for questions from local personalities which are concerned to the theme. Every piece is changeable and has its own timeline. This panel becomes a dynamic visual sign that attracts and creates an interaction with the pedestrian passing by.
Wanting to communicate the flirt between the old apartment and the contemporary content, typeset reflects the mood that could give a perfect match of liberty style and modernity, mixing Larish Alte by Rudolf von Larish (1901) and Brown Pro by Aurèle Sack (2012).
The charm of this visual identity is its constant movement, every day different, with limitless computations, like bringing on the street a discussion that never ends.