WWI Cultural Trail Iwe Itọsọna, Maapu by Martino Spreafico

WWI Cultural Trail Iwe Itọsọna, Maapu by Martino Spreafico is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Ìtẹ̀wé àti Àtẹ̀jáde Competition Category.

IrinÌtẹ̀wé· 2022

WWI Cultural Trail Iwe Itọsọna, Maapu

by Martino Spreafico

Client: Emanuela Spedicato, SeTe srl

Àmì-ẹ̀yẹ Irin A' Design Award Winner in Ìtẹ̀wé Category

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The Design

About WWI Cultural Trail Iwe Itọsọna, Maapu

Ọ̀nà Àṣà WWI jẹ́ ìwé ìtọ́sọ́nà pẹ̀lú maapu tí a lè tẹ̀ jọ fún ọ̀nà òkè ní Àwọn Òkè Alps ti Ítálì. Ìwé náà ní ojú-ìwé 94 ó sì ní ìwọ̀n 185 sí 235 milimítà. Ìtẹ̀jọ bébà kan ní ojú-ìwé tí ó kẹ́yìn dì maapu kan tí ìwọ̀n rẹ̀ jẹ́ 1 sí 25000, tí ó ń ṣí sí 700 sí 700 milimítà. Ìpele mẹ́jọ ọ̀nà náà ni a ṣàpèjúwe pẹ̀lú ìsọ̀rí gígùn, ìga àti àkókò. Àwọn àwòrán àtijọ́, àwọn ewì àti àwọn ọ̀rọ̀ kúkúrú ń rántí Ogun Àgbáyé Kìíní ní àwọn òkè kan náà. Àwọ̀ aláwọ̀ ewé dúdú àti àwọn fóńtì onítòwe-ìtàwé fi àkókò náà hàn. Àwọn arìnrìn-àjò lè gbé maapu fífúyẹ́ nìkan ká lọ ní ojú ọ̀nà.

The Recognition

About the Àmì-ẹ̀yẹ Irin A' Design Award

WWI Cultural Trail Iwe Itọsọna, Maapu jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé WWI Cultural Trail Iwe Itọsọna, Maapu yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún WWI Cultural Trail Iwe Itọsọna, Maapu nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The Design of this book has one purpose: melt together the visual of a contemporary ultra-trail run (fun, colors, athletic effort) with the cultural heritage of the WWI. That's why the art direction and the graphic design of the book uses symbols, fonts and graphics coming from another era but modernized in contemporary graphic design. The book itself is a plot between the description of the modern trail and the thoughts and stories of the people fighting in these mountains and glaciers during WWI. Modern outdoor guide, with a cultural to tell: the unique graphic design of the book is the visual result of this concept.
Dimensions & Packaging: The book is 94 pages within 18,5cm x 23,5cm. In the last page there is a paper fold with the map which (open) 70cm x 70cm.
Tags: book, world war I, map, cultural trail
Production Technology: The project concern a book and a 1:25.000 scale Cartographic Map. In order to give a touch of old and "army" (WWI) atmosphere, I developed an art direction visual (fonts and color palette) that could, just a bit, remind of those years and context. In order to to this, Adobe Illustrator, InDesign and Photoshop made their best. QGis was used to design the map.
Design Challenge: The main creative challenge was to communicate to the reader (and the hiker) that the territory of the trail (Val Camonica, and Adamello massive) is a beautiful natural area but also so rich of history. The tricky thing was to mix the "outdoor activity" and the "cultural activity". We didn't want to create a book concerning the World War I, nor a book concerning an outdoor ultra trail: these two main features are mixed to release the main message: a great mountain place rich of history.
Research: In order to set the trail and the story around it, it took severals cartographics and tracking skills supported by SeTe srl. Then, the knowledge of the territory was crucial to describe the stages (8 in tot.) of the track. This was the great job made by Emanuela Spedicato, Mario Sterli and Matteo Aielli. After collected all this, the creative design process started by searching inspirations, design mockeups and fit the map with the visual of the book.
Inspiration: I grew up in northern Italy, in the in the middle of the Alps between Valtellina, Dolomites and Swiss. I always loved mountains; but what I love most is the history within them, the history of the man who made that rocks and ice so important. I go up in the mountains too, hiking and climbing. In those moments I always think of how hard was life years ago, not to talk about fighting a war. I think of those people and I instantly admire them. They inspire me in my every day life.
Project Duration: The entire project took place between Valtellina, Valcamonica and Dolomites: the area surrounded by the trail. It took 4 months for planning, tracking the trail, design the book and create the map.
Operation Flow: The book is a 94 pages book with a fold that contains the map. Reader can fid informations about the trail and the history that rides in it. Once reader decide to hike one of the stage proposed, he can bring just the map (lighter than the whole book) and still find interesting details in it and also, of course, find his way on the right trail.
Team Members: Emanuela Spedicato
Mario Sterli
Matteo Aielli
Lorenzo Bertolini
Erica Ferrari