THE CITY RIDERS
Piaggio needed a graphic format for its national communication: it had to be flexible enough to be adapted both on press and online media and to include all the different scooters that had to be advertised, furthermore the various declinations had to provide the space for the communication of local dealers.
From this set of needs comes a graphic and textual format characterised by an agile and modern style able to focus on the products, which become the hero of a photo shot integrated within an illustration.
The claim TUTTA TUA LA CITTÁ is an elegant quote of an Italian song of the sixties, it means that the city belongs to you and goes perfectly with the communication of best-sellers like the Liberty, the MP3 range -with its characteristic double front wheel, and the Beverly.
The phots-shoots are integrated on a pastel-coloured background decorated with an illustration which creates a graphic texture that tells different urban paths.