CAMPO

A place whose usage and audience is constantly changing needs a life attitude as an identity. We call it Serious Fun.

The challenge: an identity for a project that is constantly changing. An architectural project. Six years of construction with constant site operation. The project is conceived as four acts: temporary use, construction, rental, living. The opus becomes a place and this place is called CAMPO.

CAMPO is a construction project of the SKKG (Stiftung für Kunst, Kultur und Geschichte) in Winterthur. The architecture was designed by Studio Burkhardt and Lucas Michael. An industrial wasteland is transformed into a new home for the foundation and its unique collection of around 100,000 cultural artefacts. But CAMPO is intended to be more than just a new foundation site. CAMPO is open to a wide public with flats, cultural venues, business premises and restaurants. A meeting place, a place to live, a non-place, a tertiary place. There is much to discover. Calm yet full of promise.

The CAMPO brand identity must become a playground for the vision of the place. Should be able to evolve, be inviting and reflect the balance between ambitious construction projects and a playful openness to results. The common guiding principle for the CAMPO feeling is Serious Fun.

The logo translates the tiered architecture into the lettering. Timeless, restrained and minimalist in expression. A reputable addressor that conveys commitment and provides orientation. The brand universe is enlivened by shapes and doodles of fun. They express the playful side of the brand, create recognition as well as a dialogue and backdrop, and guide the space. They breathe life into the performance that CAMPO envisions.

The vision starts with the first act: temporary use.

“CAMPO is our playing field for the vision of ‘Rethinking how we live together’. How do we get on the field? How do we want to play? And what does that mean for the performance? In collaboration with MADE Identity, the approach of Serious Fun has really helped us. When fun becomes serious or serious things are fun, it is usually a sign that you are on to something significant. This has become a compass and a catalyst for us.”

Alain Gloor, Co-Project Manager CAMPO