CAMPUS X
Communication Ecosystem for Hospitality

Composition featuring the exterior of the Campus X buildings, the indoor lounge area with students working at shared tables, a wall decorated with the X logo and a photographic mural, and a low-angle architectural shot of the wood-and-glass façade against the sky. Elena Lazzara applied Campus X's coordinated identity system to the interior spaces and signage of the common areas, reinforcing visual consistency between architecture and brand.

FROM HOSPITALITY TO COMMUNITY

An Ecosystem
for Living the Campus

FROM HOSPITALITY
TO COMMUNITY

An Ecosystem
for Living the Campus

Rethinking the communication of a space inhabited every day by thousands of students from all over the world means designing not an image, but a continuous experience.
As Digital Art Director, in collaboration with the digital agency Weasy Web, Elena Lazzara curated the extension and application of Campus X’s coordinated identity — originally developed by a communication agency — across the Rome, Bari, and Chieti locations, shaping a coherent system of signage, accommodation campaigns, event communication, and digital presence.
This work required calibrating language and tools across very different communication registers, while preserving the same distinctive identity and narrative tone in each.

FROM ROME TO BARI, FROM BARI TO CHIETI

A Network of Campuses,
One Single Voice

Coordinating communication across multiple locations means ensuring recognizability without flattening local specificities.
The accommodation campaigns — developed through flyers, posters, and social media creative optimized for performance campaigns — accompanied the Campus through every phase of the academic year.
In Bari, the work translated into a high-impact physical installation: eleven large-format advertising panels arranged along the path leading to the Campus’s main entrance.
In Chieti, the same visual consistency found expression in window graphics throughout the common areas.

Two large-format advertising panels installed along the fence at the entrance to Campus X in Bari, set against a building with glass façades decorated with portraits and quotes from renowned figures such as Albert Einstein and Marie Curie: the first panel depicts an underwater swimmer with the tagline "Avere a disposizione una piscina / Use the swimming pool," the second shows a group of young people taking a selfie with the tagline "Vivere in una community / Live in a Community." Elena Lazzara designed the installation of the eleven advertising panels along the entrance path of Campus X in Bari, applying the brand's coordinated identity to the communication of the campus's spaces and services.
Two large-format advertising panels installed along the fence at the entrance to Campus X in Bari, set against a building with glass façades decorated with portraits and quotes from renowned figures such as Albert Einstein and Marie Curie: the first panel depicts an underwater swimmer with the tagline "Avere a disposizione una piscina / Use the swimming pool," the second shows a group of young people taking a selfie with the tagline "Vivere in una community / Live in a Community." Elena Lazzara designed the installation of the eleven advertising panels along the entrance path of Campus X in Bari, applying the brand's coordinated identity to the communication of the campus's spaces and services.

FROM ROME TO BARI, FROM BARI TO CHIETI

A Network of Campuses,
One Single Voice

Coordinating communication across multiple locations means ensuring recognizability without flattening local specificities.
The accommodation campaigns — developed through flyers, posters, and social media creative optimized for performance campaigns — accompanied the Campus through every phase of the academic year.
In Bari, the work translated into a high-impact physical installation: eleven large-format advertising panels arranged along the path leading to the Campus’s main entrance.
In Chieti, the same visual consistency found expression in window graphics throughout the common areas.

Entrance and counter of the X Food restaurant with a wall-mounted sign, a green menu folder featuring the "X Food" logo, printed menu pages listing the dishes, and a tray with pizza, salad, and takeaway coffee. Elena Lazzara created the X Food brand from scratch for Campus X in Rome, designing menus, signage, and graphics for the food venue in continuity with the campus's coordinated identity.

TASTE AS LANGUAGE

X Food, the Gastronomic Heart of the Campus

TASTE AS LANGUAGE

X Food, the Gastronomic Heart
of the Campus

For the Rome Campus, the most identity-defining challenge was bringing X Food, the on-site restaurant, to life through the creation of the brand and its entire visual system from scratch: printed and counter menus, posters, signs, counter graphics, and signage. The new gastronomic brand was developed in continuity with the palette and tone of voice of Campus X’s coordinated system, ensuring consistency with the overall identity while asserting its own distinct recognizability.

Screenshot of the CampusX online booking website on a laptop, next to a video preview of a residence room with an overlaid green X graphic, alongside a mobile app with an acid-green navigation menu on a smartphone. Elena Lazzara curated the digital restyling of the Campus X website and app, maintaining consistency with the visual identity also applied to the living spaces.

THE ORDER THAT GUIDES

Signage and
Visual Consistency

A campus is, first and foremost, a space to be moved through, and signage is its silent grammar.
Starting from the coordinated identity developed by a previous communication agency — logo, tone of voice, and palette for the spaces — Elena Lazzara extended and strengthened the visual system, applying it to new touchpoints: from the recycling area to graphics for sports events, conferences, and film screenings, up to the temporary restyling of the website and social media management.
An intervention rooted in continuity rather than reinvention, aimed at preserving the coherence of the system while constantly broadening its scope of application.

Aerial site plan of Campus X with numbered residential buildings, displayed alongside two green promotional flyers from the "Looking for a place to live? Find CampusX!" accommodation campaign, aimed at students at the Rome and Bari locations, featuring service icons and photos of smiling students. Elena Lazzara curated the communication campaign for Campus X accommodation, developing flyers and materials consistent with the brand's visual identity across the different locations.
Campus X recycling point with bins for paper, plastic, and glass alongside a bilingual "Raccolta Differenziata / Recycling" sign featuring the Campus X logo, material icons, and disposal instructions in Italian and English, plus two vertical pole-mounted signs indicating the collection points. Elena Lazzara extended Campus X's coordinated identity system to environmental signage, curating the visual communication of the campus's recycling point.
Screenshot of the CampusX online booking website displayed on a laptop, next to a mobile app with an acid-green navigation menu shown on a smartphone, and below a video preview of a residence room with an overlaid green X graphic. Elena Lazzara curated the digital restyling of the Campus X website and app, maintaining consistency with the visual identity also applied to the living spaces.
Aerial site plan of Campus X with numbered residential buildings, displayed alongside two green promotional flyers from the "Looking for a place to live? Find CampusX!" accommodation campaign, aimed at students at the Rome and Bari locations, featuring service icons and photos of smiling students. Elena Lazzara curated the communication campaign for Campus X accommodation, developing flyers and materials consistent with the brand's visual identity across the different locations.

THE ORDER THAT GUIDES

Signage and Visual Consistency

A campus is, first and foremost, a space to be moved through, and signage is its silent grammar.
Starting from the coordinated identity developed by a previous communication agency — logo, tone of voice, and palette for the spaces — Elena Lazzara extended and strengthened the visual system, applying it to new touchpoints: from the recycling area to graphics for sports events, conferences, and film screenings, up to the temporary restyling of the website and social media management.
An intervention rooted in continuity rather than reinvention, aimed at preserving the coherence of the system while constantly broadening its scope of application.

Campus X recycling point with bins for paper, plastic, and glass alongside a bilingual "Raccolta Differenziata / Recycling" sign featuring the Campus X logo, material icons, and disposal instructions in Italian and English, plus two vertical pole-mounted signs indicating the collection points. Elena Lazzara extended Campus X's coordinated identity system to environmental signage, curating the visual communication of the campus's recycling point.
Brushed metal spherical structure featuring intricate engravings, shell-opened against a black background. Enclosed within is a chrome-plated, reflective metal sphere bearing the green X-shaped logo of Campus X. The outer shell carries the engraved inscription "SPHERICAL METHOD", the design methodology created by Elena Lazzara and applied to visual strategy, branding, and the communication ecosystem for the Ho.Re.Ca. and hospitality sectors.

THE SPHERICAL METHOD IN ACTION

THE SPHERICAL METHOD IN ACTION

Applied to a complex ecosystem like that of Campus X, the Spherical Method made it possible to observe every touchpoint — from the restaurant menu to the advertising panel, from window graphics to social media visuals — not as an isolated element, but as a point equidistant from a single identity center.
The first step was an in-depth reading of the existing coordinated identity, to understand its codes and precisely distinguish what needed to be extended from what, as in the case of X Food, required creation from scratch.
From this emerged a constant dialogue between very different needs — institutional communication, commercial promotion, gastronomic identity, functional signage — which made it possible to deliver a coherent system rather than fragmented solutions.
This comparison brought out the guiding principle capable of holding together different locations, languages, and brands under a single direction, ultimately translated into concrete and lasting outputs.
What sets this approach apart from a simple application of brand guidelines is the ability to make continuity and new creation coexist within the same system, without one compromising the coherence of the other: a decisive advantage for a brand growing across multiple locations and over time.
(Note: Campus X subsequently renewed its visual identity following a change in company management).

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