Smile City – ETRA
I was selected to take part in ETRA’s creative competition, with the task of translating the complexity of the Smile City project (Sustainable Materials for Innovative, Low-Emission applications in the Circular City) into a logo and visual identity capable of conveying its core values: innovation, sustainability and circularity. The goal: a communication strategy that could speak clearly to all stakeholders — from citizens and participating companies to the wider European context.
Client
ETRA - European Tyre Recycling Association
DELIVERABLES
Logo design Visual identity
Year
2025
Role
Art Director, Designer
The stroke of the “M” becomes a cycle path, but also the journey of recycled materials returning into circulation. A swirling trajectory that symbolises the concept of the circular economy.
The Dark Green transitions into a bright Light Green (renewed mobility), immediately evoking the idea of widespread change.
The vivid Blue brings balance to the composition and highlights the European framework in which the Smile City project takes shape.
