Recovery of part of the ancient Via Francesca

On the occasion of Ceneri 2020 and the opening of the Monte Ceneri Base Tunnel within AlpTransit, the Municipality of Cadenazzo—supported by federal, cantonal and local partners—chose to create a hiking tourist itinerary connecting Cadenazzo railway station to the Monte Ceneri pass.
The project, developed by the ribo+ atelier in Cadenazzo, included the recovery of part of the ancient Via Francesca, links with other historical itineraries and the promotion of the Terre del Ceneri with the municipalities of Gambarogno and Monteceneri.

Logotype

A logotype that is easily adaptable to online communication formats. The diagonal line suggests a route, a path, an “above” and a “below”. The A’s are designed with an open typeface, like tracks pointing toward a vanishing point on the horizon. The journey begins with the logo.

Educational route

Communication for hikers along the itinerary was created through educational panels combining custom illustrations and proposing learning activities inspired by each point of interest (to be done on site, back at home or in the classroom).
All panels are in Italian, with multilingual translations accessible via QR code.

Tourist route

We designed effective, innovative signage along the route. Panels were installed near points of interest, and a “story gallery” dedicated to the history of means of transport was also created.
Events with the local population were organised to accompany the project’s development and outreach.
We handled media communication and created a dedicated website and a new map of the Terre del Ceneri.

Story gallery

The motorway underpass was transformed into an evocative route reconstructing the evolution of transport from 1750 to today, alongside the socio-political and cultural transformations in Ticino, Switzerland and the world.
Panels light up as you pass, and a final game lets visitors test what they learned.

Press office

We carried out media and community relations: promoting presentation evenings within local communities with media reportages, organising a press conference and a presentation press tour, and preparing press releases and a media kit.

Website

The website is split into two sites and republishes the panels’ content along the itineraries, with the option of multilingual translation. It also enhances the territory with images from AlpTransit’s official photographer, in a reportage across the Terre del Ceneri.

Emotional videos

We developed the storytelling and scripts for three promotional videos for Le Terre del Ceneri, created in collaboration with Omnis Vision and Skyscoop. They are built around a sense of travel and discovery of the stories the territory can tell.