"Conquistiamo il nostro spazio" (i.e. "Let’s Take Back Our Space") is a campaign created with C40 Cities and the Municipality of Milan to raise awareness about shared public space and to promote active mobility, such as walking, cycling, and using public transport, to improve air quality and the livability of the city, with particular focus on children and the elderly.

C40 Cities is a global network that supports cities in tackling climate change. Milan is one of the active member cities, working towards becoming more sustainable and promoting emission reduction policies.

We worked side by side with C40 and the Municipality of Milan organizing a co-design workshop that guided us in defining and organizing the content.

This approach allowed the creation of content aligned with the Municipality's ongoing policies, such as Area B and Piazze Aperte, outlining six areas that inspired six sub-campaigns with specific insights to guide citizens towards real behavior change.

The visual design is bright and dynamic, featuring animated illustrations that make the message immediately understandable. The tone of voice is positive and inclusive, designed to engage everyone, from children to adults.

We highlighted six themes in the campaign, each represented by a distinctive color encouraging people to reclaim more space for: walking, cycling, playing, blooming, public transport, and moving. Each category is paired with animated illustrations that enhance the visual appeal of the message.

The campaign coloured the city with animated posters visible in the communication spaces of the ATM and Municipality networks around Milan. In addition, we designed the website, milanofuturaora.it, which gathers all the information and upcoming events, along with a series of suggestions for citizens on how to adopt active mobility practices that are environmentally friendly and contribute to a better quality of life in the city. 

"Let’s Take Back Our Space" is an example of how design and visual communication can contribute to a greener, safer, and more livable Milan.

In collaboration with

Illustrations Daniele Morganti
Copywriting Virginia Ricci