A project promoting business values in association with those of extreme sports
There is more than one common thread connecting the language of signs to that of sport: one is the universality of these two disciplines, the other is Pixartprinting. In order to boost its brand-building effort, the European leader in the Upload&Print industry has created 'Your Vital Signs'. Through the experiences of 8 athletes, the project will express the intrinsic values of corporate business by associating them with those of extreme sports such as trail running, downhill mtb, freestyle kitesurfing, speed skiing, freeskiing and wingsuit skydiving. The analogy between the Venetian-based W2P company and the experiences of these sporting champions touches a series of emotive levers, such as curiosity, daring and resilience, and shows how they share tools and behaviour like determination, accuracy, speed and control.
'The athletes selected for 'Your Vital Signs' represent the elite in their disciplines, a benchmark, just like Pixartprinting is a benchmark for online printing in Europe. – commented Andrea Pizzola, Sales & Marketing Director at Pixartprinting – This project's main message is that we can bypass our limits through constantly employing self-discipline as a means to grow and keep on improving. The same approach that makes our operational strategy distinctive.'.
The project originated with the creation of the team featuring Veronika Widmann (downhill mtb), Nuria Picas (trail running), Gianmaria Coccoluto and Francesca Bagnoli (freestyle kitesurfing), Markus Eder (freeskiing), Marco Pistolesi (wingsuit skydiving) and the brothers Simone and Ivan Origone (speed skiing). The athletes are turning into ambassadors for the multi-faceted Pixartprinting brand by telling the unique stories of their achievements. A posse of photographers, led by the Pixartprinting team, will be literally shadowing them, documenting their pre and post-race activities. All their efforts in training and in competitions will be recorded, through pictures, video and original content designed to generate web, print, social media and direct mailing campaigns. Director Simone Manetti was hired to develop the narratives and create short video-clips dedicated to each athlete. The ambitious goal of this sporting adventure is for Pixartprinting to turn it into a documentary film.
"At the heart of the narrative there isn't merely a glamorization of sporting achievements, but rather the experiential dimension of men and women who are challenging themselves, digging into their past and looking for a champion's eyes in a child's expression. – explained Carlo Migotto, Art Director at Pixartprinting - Following this concept, each athlete's presentation features a close-up of their face, with lighting that emphasizes their facial expressions. It is the first step in a multi-channel project based on the premise that the highest level of empathy and identification between the audience and the protagonists in 'Your Vital Signs' can be reached by discovering each individual's most intimate side.
The designation 'yourvitalsigns' highlights the concepts of sign, dynamism and sound, and evokes their twin meaning. On the one hand, the tangible aspects of heartbeat, respiratory frequency and blood pressure; on the other, the literal one, the vital signs of the traces athletes leave in their wake, which a creative professional sets down by printing with Pixartprinting.
The creation of the visual identity in 'Your Vital Signs' is also inspired by the concepts of imprint, body and natural environment, fused together in the word 'sign'. The signs, in their tangible (imprints on the ground) and intangible form (emotions and feelings), were the starting point for the development of the logo and its meaning. The fusion of the five signs which represent the movement associated to each of the sports featured in the project generates a graphic system, which shapes the visual identity of 'Your Vital Signs'.
'Just as an athlete, with courage, tenacity and determination, transforms a vocation into talent, so Pixartprinting, through passion and dedication, keeps perfecting its best practices in an effort to create a constant stream of innovative products. - explained Andrea Pizzola - The end result is what's visible but, for example, behind a quality catalogue or an efficient customer service activity lie exercise, training and a lot of effort. The aim of all our endeavours is our clients' satisfaction."
www.pixartprinting.com
