INPGI
When an institution renews its communication strategy, it does more than update its language and tools: it reshapes its relationship within people, strengthening both reputation and proximity.
For INPGI – the National Institute for Italian Journalists’ Social Security – we developed an integrated communication project designed to support the Institute through a phase of profound transformation. The goal was not simply to refresh its language and tools, but to give new strength to its public voice, reinforce its institutional positioning, and build a clearer, more authoritative and contemporary relationship with journalists, stakeholders and citizens.
Strategy, visual identity, content, and the launch and ongoing management of social channels came together to create a coherent ecosystem capable of holding memory, identity and future in balance. A journey that reached its most visible and participatory expression in the year of the centenary.
Context
Since 1926, INPGI has been the reference point for the welfare and social security of Italian journalists. A historic mission of social protection that now faces a new challenge: speaking to its audiences in a way that is more effective, closer and more authoritative, in a context where institutional communication is expected to be increasingly accessible, transparent and recognisable.
This need gave rise to a structured project, beginning with context analysis, meetings and interviews with key stakeholders, and leading to the definition of an integrated communication strategy for the 2025–2026 period, with precise objectives in terms of governance, language and channels.
Activities
- Communication strategy
- Brand language
- UX/UI design
- Publishing and social media design
- Ongoing coordination and support for content, social media and creative production
- KPI monitoring and analysis
- Event design, management and promotion
- PR and press office
A shared ecosystem of tools and languages
The project began with the definition of a refined yet contemporary brand language, translated into a coordinated visual system applied with versatility and elegance across every touchpoint, online and offline.
We reshaped the web identity and information architecture of the INPGI and INPGI Notizie portals through page templates and frameworks designed to combine transparency, accessibility and clarity.
The same system was then extended to corporate communication materials — reports, brochures, posters and invitations — as well as to the new social channels, through graphic formats and recurring editorial series created to make the Institute’s presence more recognisable and closer to people.
Alongside this ecosystem, we developed a structured press office activity, including the production of press releases, the creation of qualified media lists and targeted outreach to major national and local outlets, both generalist and specialist. This ongoing media relations effort helped amplify the visibility of initiatives and support the Institute’s institutional positioning within public debate.
The centenary as an act of civic memory
To mark INPGI’s 100th anniversary, we opened a new chapter in the communication project with “A schiena dritta. Tutelare il mestiere della libertà”, the exhibition inaugurated in Rome on 24 March 2026 at the Paolo Murialdi Foundation for Studies in Italian Journalism.
From curatorship to exhibition design and a major promotional campaign, the exhibition makes a powerful symbolic gesture: bringing to the foreground those who, by profession, often remain behind the lens. It tells a story spanning a century of Italian journalism — from reporters killed in war zones or by organised crime, to those who documented earthquakes, trials, civil rights and the fractures of the country. The exhibition restores journalism to its most vital dimension: presence, responsibility and freedom.
The project was amplified by a far-reaching OOH campaign made possible through a partnership with ATAC, turning the centenary into a city-wide narrative.
This journey was accompanied by the production of the celebratory video “1926-2026. Cento anni di tutela del giornalismo italiano”, conceived as a passage between memory and future: from the founding of the Institute and the years of reconstruction, through the consolidation of the social security system, to the challenges of journalism in the digital age.
