WEGO, an independent creative agency, won the pitch for the development of the new visual and verbal identity and the 2025 communication plan for Bolzano Danza, the international contemporary dance festival organized by Fondazione Haydn, which for over forty years has animated the South Tyrolean summer and represents a cultural benchmark in Italy and Europe.
The goal of the project was to accompany the new artistic direction in the launch of the Trilogia della Passione (2025–2027), a thematic journey that explores the dimensions of Insurrection, Horizon, and Reconciliation. A transformation requiring a bold and contemporary language, capable of speaking to a broad and diverse audience while keeping the festival’s artistic and experimental soul intact.
The strategic concept found expression in the claim “Be bold. Be Bolzano Danza.”, a direct invitation to participate, to blend with emotions and visions, to experience the festival as a collective experience. A powerful and provocative verbal identity intertwines with an immersive visual identity, made of fluid shapes and moving colors, which evoke the tension and energy of dance.
The new communication strategy integrates digital and offline in a phygital plan that brings the festival inside and outside the city. Social channels become spaces for community and storytelling, enriched by engaging formats and content designed to stimulate participation, while billboards, corporate materials, and ledwalls transform Bolzano itself into an urban stage. Every touchpoint becomes part of a unique and memorable story, aligned with the festival’s bold identity.
«This win is a source of pride for us: Bolzano Danza is an iconic festival, and the challenge was to convey its bold and visionary soul through an accessible and engaging language», comments Laura Canto, Creative Lead at WEGO. «We built an identity that doesn’t just communicate, but invites the audience to take part and be moved».
«WEGO’s work represents an important step for the future of the festival», states Monica Loss, general director of Fondazione Haydn, the organizing body of the Bolzano Danza Festival. «The new identity and communication plan reflect our desire to dare, open up, and increasingly involve the city and the international audience».