Immerge

One name, a thousand events, the challenge of modular identity

branding

How do you create a Brand Identity that is recognisable, consistent with the parent brand, and yet capable of standing out on its own? With my thesis project: “Immerge“, we brought to life a new branch of Impulso — a Trentino-based communication agency — dedicated to the events sector.

The heart of the project? Transforming the concept of “Impulso” into a unique visual and conceptual system that communicates emotion, connection, and innovation. From naming to logo, from the colour palette to the coordinated image, every choice was made to create a distinctive, flexible identity, replicable in future expansions.

1. Naming

Corporate naming study

2. logo

Logo, palette, and font creation

3. Offline communication

Business cards, posters, and billboards

4. Online communication

Concept for a hypothetical social media presence

Why the circle and the square?

The circle, recalling Impulso’s eye, symbolises vision and impulse. The square represents the physical space where connections and energy are born. The idea then emerged of combining the circle and the square into a single space. The modular logo, inspired by systems like FedEx and Adobe, ensures consistency, flexibility, and recognisability across every medium.

The naming process

IM is the starting module for the name, born from splitting the word Impulso. By playing with the letters, IM also becomes I’m, opening up interpretations such as “I’m pulse” (“I am the beat”).

I’m pulso

IM

IMSET

IMPRINT

IMCORE

IMMERGE

IMPAKT

IMPETUS

“I’m set”

“I’m print”

“I’m core”

“I’m merge”

“I’m pact”

“I’m petus”

FINAL NAME

IMMERGE

Immerge, read in English as “immersed”, represents the immersive nature of an event — the total experience that envelops everyone who takes part. At the same time, I’m merge means “I am the fusion”, underlining the bond with the parent company and the connection between the people involved.

Logo construction

Inspired by Impulso’s eye, the new symbol is enclosed within a modular square, evoking architectural spaces and new scenarios. The green and lilac palette celebrates the local territory and the human dimension, creating a fresh and recognisable visual language.

The IM symbol in the typography represents a fusion, an interweaving with the word “Merge”, emphasising the wordplay. At the same time, it recalls the starting module conceived for the naming, linking concept, brand, and visual structure together.