UNTOLD BRAND
The service aims at fostering the curiosity of citizens to discover the city, the multiple identities and the stories hidden behind some of its spots. We leverage on the technology of augmented reality (AR) to let the users experience mysterious and legendary characters and stories from different ages. For the first time, the city and its cultural heritage is perceived under a new light. The reason behind the naming chosen for the service – which is Untold – lies mainly in the type of stories we deal with. As a brand, we want to convey a sense of mystery and to create a cryptic atmosphere in order to attract the interest of people. We want to encourage them to go beyond and to discover what the secret stories are about. The payoff – beyond the reality –, highlights the concept of seeing further the world around us. Thanks to the application of augmented technology, Untold allows people to look at the city in a more interactive and entertaining way. Moreover, it brings to light and makes “tangible” and three-dimensional the hidden story, which contents are halfway between reality and legend. BRAND IDENTITY & MARKETING STRATEGY
CURIOSITY
STORYTELLING
ENTERTAINMENT HERITAGE IMPACT
PASSION 69
