30/09/2026
An identity that goes beyond dressing an event, entering the city and temporarily transforming its spaces.
The Brand & Look project for the XX Mediterranean Games Taranto 2026 moved throughout Taranto, entering the competition venues and bringing the identity of the Games into the urban landscape through installations and temporary architecture.
“Taranto is my Ithaca, my home. And sooner or later, we always return home.”
— Claudia Pignatale
The project grew out of this personal connection with the city and was developed under the direction of Claudia Pignatale, Creative Director of Secondome and Head of Brand & Look, together with Edoardo Giammarioli, Brand & Look Manager.
A visual and spatial system designed to accompany the Games both inside and beyond the sports venues, while at the same time presenting Taranto through a new perspective.
The project began at the Ponte Girevole, where the illuminated words “Embrace the Future”, the motto of the Games, face the Mar Grande and the Mediterranean: a light, a positive message, and a tangible invitation to look towards the future.
From there, the Brand & Look extended throughout the city through a series of temporary urban installations, creating visual continuity between public space, venues, and competition fields.
At the same time, the graphic identity of Taranto 2026 was translated into a three-dimensional language applied to architecture and sports environments. Colours, surfaces, signage, field elements, and temporary structures shaped a coherent and immediately recognisable landscape.
The aim was to move beyond the traditional idea of branding applied to a sporting event: not simply to dress the spaces, but to create a system capable of engaging with the architecture, the sea, the light, and the identity of the places themselves.
A project that began at the Ponte Girevole and moved throughout Taranto, using the XX Mediterranean Games as an opportunity to tell the story of and showcase a remarkable city.
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