A Luci Accese is a standout project where I was granted full creative autonomy from the beginning, allowing me to develop the corporate ideation and design the entire visual identity from scratch. The project serves as Durex's flagship sexual education program, presence to highlight and support teenagers' understanding of sexual health, prevention, consent, and open dialogue without shame. In Italy, where sex education is notably absent from school curricula, many young people experience their first sexual encounters before age thirteen, highlighting a critical gap in awareness.
Launched in 2022, the 'A Luci Accese' initiative positioned Milan as a leader in Italy, offering innovative courses in affective and sexual education within high schools. This represented a significant step forward in integrating such vital education into the national framework.
My role involved driving the project from inception, creating a unique visual identity without existing references, apart from some Durex UK social content. The success of this initiative stemmed from a strategic collaboration with the client, who entrusted me with the flexibility to explore a visual language that resonated with the new target audience. After collaborate with them for the logo concept ideation, I successfully delivered both activation print materials and social media content, tailored meticulously to each platform. The project's ongoing success continues with client support.
The groundbreaking partnership between the Milan Council and Durex on school-based sexual education, celebrated with a customized “ A Luci Accese” tram.
Creative Credits
Project Management: Marco Tommasso
Art Direction and Design: Mara Uboldi
Copywriting: Roberta Bruno
