Meraviglie
Designed and developed the event’s digital identity, including the website, promotional materials, and visual coordination across platforms. I also supported the production of both print and digital assets and structured the online flow to ensure a smooth, engaging experience.
Date
November 2022
Role
Web Designer
Project
Natale delle meraviglie was a city-wide Christmas initiative involving local businesses and families. The goal was to increase engagement and visibility through a mix of physical and digital actions: a celebratory launch event, printed materials, social media, and a dedicated website.
Problem Statement
Public events in the city were often fragmented, with little coherence between physical and online communication. There was also a lack of incentive to visit local stores or participate actively, especially among younger residents.
Research
The team followed the Double Diamond approach, starting with a benchmark of similar campaigns in other cities.
Key actions included:
Interviews with local shop owners and families;
Analysis of engagement patterns and offline/online behavior;
Creation of user personas including residents, children, and sustainability-focused shoppers.
These insights helped refine the event concept and define which touchpoints to prioritize.
Solution
The project combined digital and physical assets to bridge audiences:
A WordPress-based website for event info and real-time updates;
A printed scratch-and-win game, distributed locally and linked to the site via QR codes;
Visual materials (brochures, posters, digital cards) with a unified graphic language;
Social media coordination for storytelling and amplification.
The goal was to create a festive, accessible and interactive environment that worked across all age groups.
Outcome
Cross-platform strategy connected print, social, and web into a unified system;
Over 1,500 scratch cards distributed and scanned during the event week;
+35 local businesses involved, many of which promoted the initiative via their own channels;
Positive feedback from residents and city stakeholders, with interest in replicating the format for future seasonal events.
