Mercato Internazionale Audiovisivo is the Italian marketplace where all parts of the audiovisual industry converge – film, drama and documentary. Over 2000 professionals from 58 countries participate each year, making it an important hub for the domestic and international film industry. This is where theatrical deals are signed and TV series are born, among global market leaders.
We Meet Brands worked together with the MIA board on a brand strategy and visual identity, focusing on simplifying and improving the experience for visitors and exhibitors. It had to reflect the international strength of the events and to communicate the multiple layers of experience coming from diverse professional profiles.
Over a series of sessions we arrived at a strategic positioning that also captured the spirit of the event: “Business Ahead” became the foundation for our design work. Taking inspiration from one of our favourite Italian artists, Mimmo Rotella, we developed a visual identity and design system that plays with the strata of the film industry and its diversity. The reimagined identity is easily recognised across all channels and touch points.