Progetto Happiness
Giving a Universal Idea a Distinctive Personality
Progetto Happiness grew from a personal question into a digital publisher exploring human experience through documentaries, education and humanitarian initiatives. We evolved its positioning, visual identity and tone of voice to bring the idea of happiness closer to everyday life, while preserving the curiosity that inspired its original journeys.
Founded in 2019 by Giuseppe Bertuccio D’Angelo, Progetto Happiness began by asking people around the world, “What is happiness to you?” Its travel documentaries and social reportage combine anthropology, sociology and investigative storytelling. By 2024, a community of over 1.5 million subscribers, primarily on YouTube, and an expanding programme of documentary films, educational initiatives and humanitarian projects called for an identity that reflected its evolution into an independent digital publisher.
Our work began with the positioning. The project had grown beyond its founder’s travels, and its original question offered scope for a more practical interpretation. We developed a narrative centred on everyday wellbeing, balance and optimism, while preserving the anthropological perspective that runs through its content. This direction also provided a clearer basis for partnerships with companies that share its social and environmental values.
The visual identity builds on familiar elements while giving them greater expressive range. We retained the signature yellow, making it brighter, and introduced contrasting pop colours to distinguish editorial subjects. The logo became an expressive character: its face integrates the H of Happiness with lines of latitude and longitude, recalling the journeys that shaped the project. Different facial expressions allow the mark to adapt to a range of messages and formats.
Bold, legible typography and graphic cues drawn from digital messaging bring the visual language closer to younger audiences. Motion design animates the character and other elements across formats. We also defined a positive, approachable tone of voice grounded in an optimistic outlook. Together, these principles connect documentary storytelling, social publishing, educational projects and institutional communication within one recognisable identity.
The project brought together brand strategy, creative direction, visual and verbal identity, logo design, motion graphics and detailed brand guidelines. These provide the team and its external partners with shared principles as Progetto Happiness continues to grow as an editorial organisation, keeping human stories at the heart of its communication.
In Brief
Brand Positioning
Visual Identity
Verbal Identity
Art Direction
Progetto Happiness grew from a personal question into a digital publisher exploring human experience through documentaries, education and humanitarian initiatives. We evolved its positioning, visual identity and tone of voice to bring the idea of happiness closer to everyday life, while preserving the curiosity that inspired its original journeys.
Founded in 2019 by Giuseppe Bertuccio D’Angelo, Progetto Happiness began by asking people around the world, “What is happiness to you?” Its travel documentaries and social reportage combine anthropology, sociology and investigative storytelling. By 2024, a community of over 1.5 million subscribers, primarily on YouTube, and an expanding programme of documentary films, educational initiatives and humanitarian projects called for an identity that reflected its evolution into an independent digital publisher.
Our work began with the positioning. The project had grown beyond its founder’s travels, and its original question offered scope for a more practical interpretation. We developed a narrative centred on everyday wellbeing, balance and optimism, while preserving the anthropological perspective that runs through its content. This direction also provided a clearer basis for partnerships with companies that share its social and environmental values.
The visual identity builds on familiar elements while giving them greater expressive range. We retained the signature yellow, making it brighter, and introduced contrasting pop colours to distinguish editorial subjects. The logo became an expressive character: its face integrates the H of Happiness with lines of latitude and longitude, recalling the journeys that shaped the project. Different facial expressions allow the mark to adapt to a range of messages and formats.
Bold, legible typography and graphic cues drawn from digital messaging bring the visual language closer to younger audiences. Motion design animates the character and other elements across formats. We also defined a positive, approachable tone of voice grounded in an optimistic outlook. Together, these principles connect documentary storytelling, social publishing, educational projects and institutional communication within one recognisable identity.
The project brought together brand strategy, creative direction, visual and verbal identity, logo design, motion graphics and detailed brand guidelines. These provide the team and its external partners with shared principles as Progetto Happiness continues to grow as an editorial organisation, keeping human stories at the heart of its communication.
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