COMMUNICATION

PALIO

  • NEVER BE FORGOTTEN
  • AGENCY: PALIO
  • IDENTITY REBRAND

Discover

Palio was an intriguing name for an advertising agency because it was located in Saratoga Springs of horse racing tradition. The name not only had great visual potential, but beckoned explanation as we learned it sparked regular curiosity from clients.

Distill

We decided to leverage the untapped possibility we saw in the symbolism of the Palio di Siena’s racetrack at Piazza del Campo in Siena, Italy. More than a simple horse race, this traditional event is a convergence of passion and multi-disciplinary work and a celebration where winning horse, jockey and contradas (family teams) are presented with a “Palio” which is a hand-painted flag serving as a trophy.

Design

The symbol is based on an arial view of the Piazza (racetrack + townsquare). It is divided into multi-colors representative of teams with horses invested in the race. Even if one doesn’t know the shape of the Piazza this rustic/organic mark communicates a loop of creativity. For secondary graphics we drew from the pageantry of existing rich, intricate colors and patterns.

Deploy

The brand came to life internally and externally and produced a euphoric sense of pride in the individual agency “contradas”. For clients, Palio became a destination—an agency that behaved differently…a fun group of seasoned creatives and strategists in an enticing culture. The brand authentically wrapped around a wonderfully peculiar yet highly professional experience.