Il Sesto Cerchio
In 2025, Cultur-e worked alongside two established organisations in the field of theatre and performing arts — Mitmacher and Zebra Cultural Zoo — to develop the communication strategy for Il Sesto Cerchio, the cultural project created to accompany the city of Verona and the province of Sondrio on the road to the Milano Cortina 2026 Winter Olympic and Paralympic Games.
Context
Il Sesto Cerchio is a multidisciplinary project that uses theatre, dance and sport as tools to activate territories, communities and audiences involved in the Olympics. Through a programme of performances, encounters, urban actions and educational activities, the initiative turned both locations into true cultural attractors, leveraging its strong relational potential and high level of public participation.
The challenge was to promote the richness and variety of the programme while also bringing out the themes and values at the heart of the festival. Through the project, we shaped an accessible and inclusive narrative able to speak of sharing, gender equality, mutual respect and sustainability.
Activities
- Visual Identity
- Content Strategy
- Social media & Engagement Strategy
- ADV Strategy
- UX & UI Design
- Web development
- Editorial design
- Creative Campaign
- Content Production
Promoting Olympic values through an integrated communication strategy
At the strategic stage, Cultur-e defined the communication guidelines for the project through an integrated, multichannel approach. Objectives, values, target audiences, tone of voice and key messages were brought together into a coherent system to express the identity of Il Sesto Cerchio and the cultural value of its rich programme of events.
The Content & Social Media Strategy structured the project’s narrative over time, defining formats, content and editorial cadence. At the same time, the Engagement Strategy organised the involvement of partners, artists and local stakeholders. To complete the picture, a dedicated ADV Strategy supported digital visibility, with the aim of amplifying the reach of the project and its initiatives.
Website and social channels as spaces for storytelling and connection
The digital ecosystem of Il Sesto Cerchio was designed as a space for both storytelling and connection. The website interface, developed for desktop, tablet and mobile, created a clear digital environment able to guide users through the discovery of the project, its values and its event programme.
At the same time, the Social Media Identity informed the creation and setup of the Facebook and Instagram channels, together with editorial formats designed for ongoing, autonomous management aligned with the brand identity.
Launch campaign and content production
In continuity with the Brand Identity, the launch campaign was developed through creative concepts, key visuals and assets adaptable across both digital and offline channels. Posters, flyers, brochures and event programmes — alongside social cards and stories — gave shape to a bold and charismatic visual narrative.
Supporting the campaign, Content Production oversaw the development of multiformat assets designed to sustain the project’s visibility and reinforce the value of its initiatives over time.
