The project focuses on the brand repositioning and coordination of communication and events for the 250th anniversary of the Guardia di Finanza, modernizing its image while celebrating its historical.
The project aims to strengthen the identity of the Guardia di Finanza by promoting a balanced narrative between technological efficiency and human value, to build trust and proximity with the national community. The main touchpoints include:
Redefining the visual and communication identity;
Highlighting the people within the Corps, emphasizing professionalism, dedication, and diversity;
Showcasing innovation and technological excellence, illustrating how advanced tools and modern methodologies support daily work in protecting the territory and fighting crime;
Implementing a multichannel communication strategy (OOH, print, digital, video);
Organizing unique celebratory events that bridge the past and future, honoring traditions while adding innovation.
The rebranding project allowed us to redefine the image of the Corps, placing at its core the value and commitment of the people who work daily in service of the Italian community, as well as the technological equipment that enables the Corps to fulfill its duties. The “People” marketing strategy focused on a holistic communication campaign aimed at humanizing the Guardia di Finanza, highlighting the individuals who work every day in service to other people—namely, the citizens. The OOH, print, and video ad campaigns showcased the dedication, expertise, and diversity of its members across various sectors. These same principles and assets were then applied in the celebratory events coordinated throughout 2024. People and technology are the driving forces behind this communication project.
