Villa Peduzzi: Brand Identity

Villa Peduzzi is a proud and majestic property that stands high on the mountainside looking admiringly over Lake Como, Northern Italy.  Owned by our client Ultissimo, and ripe for sensitive development, this property is destined to be either four large luxury apartments or one complete residence.

After spending invaluable time with Paul Belcher, MD of Ultissimo, and his team of developers, architects and designers at the Villa Peduzzi site, our role was defined as reflecting the brand proposition and subsequent visual identity with the values this amazing building will hold true for it's future residents.

The property is an original Liberty Villa. The internal ground floor detail is mainly Baroque with many very decorative murals adorning the walls. Moving up, the first and second floors have much Art Nouveau detail. The top floor is currently a low ceilinged loft space, with plans to literally raise the roof by a few feet and add glass between the original heavy wooden beams. Once finished this space will be super cool as will the unequalled views.

Balancing the eclectic nature of the property in one proposition and visual identity was a challenge, thus we created 3 options for Ultissimo’s consideration and debate:

The first brand identity concept presented was based on intelligent stillness, using contemporary and confident coolness as a starting point.

The second brand identity was richer, more opulent and quite luxurious. Based around sumptuous colours, fabrics and finishes.

The final brand identity, and the one chosen, represents noble and refined elegance with just a hint of intrigue..!

Overview