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Kraftoria. From a post-industrial space to a community hub. The role of communication design in shaping a dynamic and participatory place identity.

How can visual design foster engagement within a community?

Emerging from the observation that branding is no longer a monologue, the thesis investigates the brand as a living organism—one that transforms alongside the community it
represents. The research explores the potential of dynamic and participatory visual identity to cultivate emotional and social engagement within a community.

Set against the backdrop of increasing loneliness and the need for post-industrial space revitalisation, the research culminates in Kraftoria—a speculative yet grounded application of participatory branding to a real site, an old disused brewery. Conceived as a community hub centred on craftsmanship, Kraftoria operates in seasonal cycles and continuously adapts, moves, and morphs according to community needs. A typographic system and a community voting mechanism influence both the logotype and the activation of the hub’s areas, positioning branding as a platform for participation rather than mere promotion.

While remaining conceptual, Kraftoria acts as a meaningful experiment that imagines how spaces can be designed not only for people, but with them —helping rebuild relationships, identities, and shared futures.

Institute
NABA Nuova Accademia di Belle Arti
Teacher
Giulia Semprini
Year
2025
Disciplines
  • Branding
  • Typography
Two red-orange Kraftoria booklets on a black background.
Close-up of the white Kraftoria thesis book on a red-orange cover, printed with the NABA Nuova Accademia di Belle Arti mark.
Open thesis spread on the Mosso cultural hub with social media examples.
Open thesis spread showing Kraftoria letterforms and symbols for its community areas.
Open thesis spread on Kulturhavana as an applied example of participatory dynamic branding.
Open thesis spread showing Kraftoria's proposed website interface, where community members can add new ideas.
Open thesis page titled "A search for community feeling dictated by proven benefits."
Close-up of the Kulturhavana case-study page, labelled an applied example of participatory dynamic branding.
Close-up of a thesis page titled "A crisis accentuates challenges of life in big cities."
Overview of nine Kraftoria thesis spreads on a black background.
Kraftoria icon set for basketry, bike, brewery, food, green, music, pottery, print, running, wood, sewing and new proposal.
Kraftoria social media mockups for events, workshops and community activities.
Person wearing an orange Kraftoria T-shirt with purple graphic symbols.
Kraftoria member card alongside a phone screen with the October 2025 programme.
Kraftoria stickers on a laptop beside an embossed dark notebook.
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The booklet Portogallo, Estate 2023: a grey archive-style cover with metal clips and large vertical type, and an open page listing its numbers.

Portogallo, Estate 2023

Tommaso Ciccotti

Terzo Tempo, a book with a bright red cover and bold black title, standing on a dark metal stair beam beside a mesh railing.

Terzo Tempo – Analisi dei caratteri tipografici sulle maglie da calcio

Lorenzo Bertozzi

NASCOSTO vol. 1: translucent spine, exposed sewn binding and front cover with a close-up of a yellow toy figure holding an axe, on a black background.

NASCOSTO vol. 1

Giacomo Zanarelli, Simone Cominelli

Tasting The Unseen

Tasting The Unseen

Pietro Forino, Carlotta Bacchini