TheGentleGenius

Brief: Zio Ludovico, a non-profit organisation that ‘regenerates culture through play’, asked us to replace the existing logo with a human-centred identity that would resonate with families, schools and sponsors alike.
Our challenge was to embody the strategic motto “Festina Lente,” clarify a four-pillar brand architecture, and ensure that every touchpoint, from the ludoteca walls to Instagram Reels, felt unmistakably theirs.

Work: We explored two creative routes; the team chose The Gentle Genius, a warm icon of Uncle Ludovico’s smiling face whose looping curls suggest ideas in motion.
Around it we crafted a calligraphic logotype, hand-drawn patterns, and a welcoming palette that threads the sub-brands – Lumaca, Academy, Shop and Digital Hub – into one playful yet considered voice.

Outcome: We delivered the core mark, new sub-brands, six-tone colour system, custom typeface, dynamic patterns and a brand manual, together with ready-to-use kits for merchandise, social templates, printed collateral and interior graphics for the Lumaca play centre.

The result is a modular and flexible identity that moves effortlessly from a cotton tote bag to a classroom wall.