Once a land of lush vegetable gardens, the name "Ortica" carries with it the echo of a fertile past, misunderstood by those who would think of the plant of the same name. Transformed by the succession of historical events, after the war the neighborhood was clothed in new industrial horizons, opening in recent times to Milan's vibrant creative class.

Beyond the Buccari Overpass, Ortica now expresses its dynamism through the murals that adorn its facades, so much so that the neighborhood has been recognized as an open-air museum. In this urban metamorphosis, the colors and contours of the murals tell the story of a district in constant evolution, a place that is both witness to and protagonist of the ferment below the Madonnina and just beyond.

The branding project for Ortica celebrates this unique identity, capturing the essence of a neighborhood that has been able to renew itself while holding firm to its heritage. Through lines and shapes, the design pays homage to folk tradition and industrial heritage, propelling Ortica into the vanguard of Milan, a timeless and ever-new city.