The project aims to promote the cultural heritage of alpinism. The following have been developed for the project: a visual identity, a website, an application and an advertising campaign. The project aims to bring the user closer and accompany him in the discovery of high-altitude culture, immersing him in an interactive and cognitive experience.
Imposing, silent and solitary, the mountain appears immutable to man. But over time, very slowly, the mountains change their appearance due to the action of atmospheric agents: rain, ice and wind. In fact, the ice and the wind crumble the rock taking away small fragments, while the rain drags the soil and small stones downstream.
The logo is a pyramid, an archetypal shape to represent the mountain, but it changes and regenerates according to the values of some natural elements: wind and clouds. Specifically, the initial pyramid is "eroded" in the two spatial dimensions based on the parameters taken into consideration. These parameters correspond to the aspects that a mountaineer comes across when climbing. Depending on the conditions, the mountain "changes its face" and consequently what changes is the experience one has of it.
In the advertising campaign, the goal was to communicate the strong inclusiveness of the project: everyone can experience the emotions of being at the top. Anyone with curiosity about the mountains should be able to learn about mountaineering.
