WORKS/ ASM MERANO
2022
Crafting a contemporary identity
for more informed citizenship
PROJECT
ASM Merano, the municipal company, required a rebranding to better communicate its services to citizens, who were only partially aware of them.
INSIGHT
Many residents associated ASM primarily with waste management, unaware of its many other services, including public lighting, water management, street cleaning, and various initiatives aimed at making Merano a smart city.
DESIGN AND
STRATEGY
To address this challenge, Mercurio Studio conducted an in-depth analysis of the brand’s current and desired positioning, identifying the gap between perception and reality through surveys. The new brand needed to maintain a strong connection with its previous version while conveying a more welcoming and modern image
In addition, a sub-brand system was developed, featuring distinct colors for each service. The design and strategy choices of Mercurio Studio helped enhance the visibility of ASM Merano’s various activities and improve communication with the public. The transition was planned to be gradual, ensuring economic sustainability and seamless implementation across all company materials-from vehicles and waste bins to the website and city signage.
