Ferrovie Nord Milano, 2025
Developed as part of the Brand Management Fieldwork course at IULM University, this project focused on FILI, an urban regeneration initiative promoted by FNM and FERROVIENORD along the Milan Cadorna–Malpensa railway axis.
The goal was to design a brand strategy and communication plan to strengthen FILI’s goodwill among local communities and enhance engagement within Area 4 of the project.
Through a mix of research, territorial analysis, and creative strategy, the work translated citizens’ needs into actionable branding opportunities aimed at promoting social connection, environmental awareness, and cultural identity.
The project combined strategic planning, qualitative research, and creative concept development to deliver a coherent and scalable branding framework.
Quantitative and ethnographic insights informed a cross-channel activation plan integrating digital communication, influencer partnerships, and community-based initiatives.
The approach highlights a balance between territorial branding, participatory storytelling, and sustainable innovation, reinforcing FILI’s role as both a physical and symbolic infrastructure for collective well-being.