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2017

Memooria branding

Strategy and branding for a high-tech start-up in the art monitoring field

Memooria is a young company based in Modena and Milan that assists museums, public institutions, collectors and art professionals to digitize and monitor artworks, by combining robotics, computer technologies and scientific analysis.

Fabio Besti led the branding process since the very early stages of its startup process: from naming and strategy, to the final design of all visual identity elements. We started by analyzing both the visual language of the field of art conservation. Early in the start-upping phase, it became clear that the goal of the company was to become much more than simple art monitoring experts.

Memooria is first of all about protecting the past while looking at the future. “A lost tradition means a lost future” says the Pritzker price architect, Wang Shu. The branding output conveys strength and character, while maintaining the elegance and the sophistication of the cultural field. Precision, tradition and innovation are brought together by using a very technical typeface, with dotted backgrounds and a vivid color palette.

Memooria stationary. Branding for a start-up in the art monitoring field by Fabio Besti

Memooria is the winner of the 2015 edition of Innovazione Culturale, a start-up acceleration program founded in 2013 by Cariplo Foundation, aimed at kick-starting and developing the fist stages of highly innovative entrepreneurial projects in the field of cultural innovation.

Brand research and analysis phase

Moodboard containing a series of inspirational images of art conservation and technology for cultural heritage for the branding of Memooria by Fabio Besti Interdisciplinary design
Moodboard containing a series of inspirational images of artworks and cultural and historic symbols for the branding of Memooria by Fabio Besti Interdisciplinary design

Memooria brand strategy & identity elements

Brand design outputs

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