How do you transform a complex concept like “archive management” into an engaging narrative capable of attracting both professionals and enthusiasts?
This was the ongoing challenge we embraced with Archimedia 2026, a project we designed from the ground up to allow SOS Archivi ETS to become a digital and physical meeting point for the world of preservation.
As a strategic partner for communication and marketing, the Mazzini Lab team managed every aspect of the project, turning a series of technical appointments into a true cultural brand.
Programming strategy
The success of a communication project lies not just in its form, but in its substance. For Archimedia 2026, Michele Magini designed and curated a strategic roadmap of topics: a program tailored to ensure continuity with the previous edition while pushing for growth and renewed practicality. We didn’t just choose themes at random; we built a narrative that brings real value to participants. In this light, the introduction of a new podcast format serves a specific goal: broadening the audience. We wanted to step outside the narrow circle of insiders and aim for wider outreach, making archival themes accessible and relevant even to non-specialists.
Visual identity
Alongside the content strategy, we worked on a powerful visual identity. Pino Di Claudio (Digital & Web Specialist) created a visual design that speaks two languages: the institutional tone of archival protection and the contemporary language of digital innovation. The result is a cohesive brand image that accompanies the user from the website all the way to the setup of the final in-person event.
Multimedia production & content marketing
To support this new outreach strategy, we focused on in-house multimedia production. The creation of the podcast series and video interviews was managed by our team, with a content marketing strategy curated by Elisabetta Sofia Farese, who successfully translated technical themes into fluid, engaging narratives for digital channels.
To further expand the audience and interest, we brought in podcaster and archaeologist Alice Poletto. Her freshness and professionalism allowed us to make the adoption of this new educational format even more effective.
Integrated management
The complexity of the project lies in its hybrid nature. Drawing on the experience of past editions, we managed the entire digital infrastructure for the webinars, ensuring a seamless user experience, and coordinated the communication for the final physical event. Meanwhile, Valentina Pellegrino led the social media strategy, creating an editorial plan designed to keep the community’s attention high throughout every stage leading up to 2026.
Archimedia is not just an event, it is a demonstration of how an integrated communication strategy — starting from content and evolving into format — can tangibly enhance cultural heritage.