Archival Projects. Tools and Methods for Promoting the Corporate Culture Starting from Historical Brand

In the contemporary informational/digital landscape, the attention dedicated to data analysis has necessarily place the accent on the impact they have on design process. We no longer speak only of formal design, but of its communication, or even more about the way in which this good will reach the final consumer. In this scenario, the need to manage the methodological/design process by virtuously involving both the material and immaterial aspects, connecting, evaluating and re-evaluating existing knowledge, research and business in the best possible way, is clearly evident. The proposal intends to present and discuss the research “MaToSto - Communicating and promoting entrepreneurship starting from the historical brands of the territory” which has seen a precise methodological structure aimed at promoting and qualifying the heritage of the historic Turin brands, to define criteria, tools, and project outcomes aimed at their enhancement also from an entrepreneurial point of view. From the set of 25.000 company trademarks, registered from 1927 to 1970 at the Turin Chamber of Commerce, the researchers started a project using the organizational, creative and visual tools typical of big data analysis, including: a quantitative research on defined product categories, the implementation of a processing method, data filtering and selection for visualization purposes, a taxonomic analysis on figurativity to hypothesize a classification based on tags useful for archival research, and – nevertheless – useful to drive impactful heritage marketing actions.