Urto is an editorial brand project reimagining Calcio Storico Fiorentino, one of Florence's oldest and most brutal traditions. The challenge was translating centuries of heritage into a raw, contemporary visual language that speaks to both local culture and a global audience. Tradition reframed. Identity redefined.
Client
Personal Project
Industry
Brand Design · Editorial
Year
2025
Services Provided
Visual Identity · Art Direction · Editorial System
Making a 500-year-old tradition feel urgent, not nostalgic.
Heritage vs. modernity
Calcio Storico carries centuries of Florentine identity. The challenge was honoring that weight while building a visual system that feels alive today — not like a museum exhibit.
//01
Raw without being crude
The sport is physical, intense, almost violent. The visual language needed to reflect that energy without becoming gratuitous bold enough to feel real, refined enough to feel designed.
//02
Cross-format consistency
The editorial system had to work across print layouts and digital applications without losing its identity. Expressive variation within a coherent visual framework.
//03
Local roots, global reach
Urto needed to resonate with Florentines who know the tradition intimately and with international audiences who've never heard of it the same visual language had to work for both.
//04
Editorial-first. Brutal by design. Florentine at its core.
Typography as force
Bold, high-contrast type was chosen to mirror the physicality of the sport. Every typographic decision reflects impact weight, tension, collision.
//01
Photography and image
High-contrast imagery was combined with the graphic system to give the project documentary weight. The photos aren't decorative they're evidence.
//02
System over decoration
Every visual element was built as part of a system — not a collection of nice-looking pieces. The identity scales across formats because the logic is consistent, not just the aesthetics.
//03
A brand identity that repositions Calcio Storico Fiorentino as a dynamic, culturally relevant experience.
500
+
Years of tradition reframed
2
—
Years of tradition reframed
1
—
Cohesive visual system built
100
%
Custom typography and art direction
"Design can reframe perception — turning a centuries-old tradition into something that speaks to a contemporary global audience." Matteo Ciancio — Co-Founder & Creative Director, Stache Studio
Personal Project · Brand Design & Editorial · Florence, Italy · 2025
