Client: Geely – Jameel Motors
Dealership: Car Village
Address: Via Provinciale Lucchese, 19/B – Sesto Fiorentino
Project Managers: Adele Bernardi, Francesco Barbaglio
A project that starts from how the site is read
Not all Corporate Identity interventions share the same purpose. In some cases, the key issue is not the number of elements present, but their ability to make the location immediately legible: where to enter, where the service area is, where the dealership actually begins.
For the Car Village site in Sesto Fiorentino, the work developed for Geely – Jameel Motors moves precisely on this level. The objective was to build an ordered external presence, capable of clarifying access points and giving a sharper reading of the site’s functions, without overloading the overall composition.
Entrance Pylon, Service and Reception: three elements, one single logic
The intervention centred on three components manufactured by Progim Sign: Entrance Pylon, Service and Reception.
Each of these elements has a specific role. The Entrance Pylon works as a threshold marker: it makes the access point immediately perceptible and consolidates the brand’s presence.
The Service and Reception signs, on the other hand, operate on a second level of wayfinding, accompanying the customer once the site has been identified and helping them navigate with less uncertainty.
It is precisely this combination that gives the project its value: not the presence of three separate signs, but the possibility of building a system that organises circulation flows.
Work built on the actual site
The operational phase was handled by Project Managers Adele Bernardi and Francesco Barbaglio, who managed the key stages of the project: defining the scope of the intervention, verifying installation points, coordinating site activities and carrying out the final on-site quality check. In a context like this, the decisive step is always the same: translating a network-level brief into a result that reads credibly in relation to the building and the actual circulation routes. For this reason, the work was not limited to the production of components, but also addressed their ability to sit correctly within the space.
Dialogue with the project and the network
The intervention was developed in collaboration with Quoin, for alignment with the overall site layout; with Claudio Marcolongo, Geely reference contact, for compliance with brand guidelines; and with Andrea Narullo, Jameel Motors Network Manager, to maintain consistency with network requirements.
This part of the work is less visible than an installed element, but it is often what determines the final quality: when design, brand and network genuinely converge, the site becomes more legible even for those unfamiliar with the project.
Outcome
The Car Village site in Sesto Fiorentino now presents a more legible layout at its key touchpoints: entrance, service and reception are more clearly distinguishable and work together to give the site a stronger visual structure. The value of the intervention lies precisely here: having built an ordered presence, capable of reinforcing the Geely – Jameel Motors visual language without dispersing it into isolated elements.