Civita Castellana Produce

In 1976, “Civita Castellana Produce”, a magazine showcasing the production of the Centro Ceramiche Civita Castellana, a city located in northen Lazio, was published. It went beyond a simple catalog, featuring articles on the artistic and economic history of the Centro Ceramiche, postcards for purchasing specific factory’s sanitary ware, product diagrams, and maps indicating factory locations.

The magazine was paginated by local typographer Enrico Giannini who worked for Kartograf, the typography that printed the project.

It was initially distributed all over the country: starting from economic  operators and national and international visitors at exposition such as Bologna’s SAIE, Mostra Convegno and Macef in Milan, Frankfour, Fiera del Levante and Jedda’s Expo. It gained national success and attracted interest even from the Middle Eastern market, leading to the creation of an arabic insert in 30.000 copies.

However, the magazine’s editor Stelio Giovannini left the project, and it ceased publication after three annual issues.

Photos played a crucial role in convincing clients to choose specific products. The magazine presented powerful and colorful images that surpassed previous ones, featuring simple product photos as well as structured presentations of bathroom settings. Some standout compositions include the bold pages of Ceramica Facis, where sanitary ware elements were arranged to compose flowers on a bright lawn, accompanied by the slogan “Facis brings spring to your bathroom.” Other factories like Simca and Vincenti used compositions that had a direct connection to their names, such as superimposing sanitary ware on Greco-Roman female silhouettes or juxtaposing elegant sinks with temple ruins, respectively. Manifattura Ceramica Venus showcased the Diana Series and Globus Series through double exposure of nature and objects, creating a visually engaging effect.

Civita Castellana’s ceramic industry had a global commercial presence, but its internal approach to visual communication was straightforward. Unlike their counterparts in northern Italy such as  Boffi, Sisal and B&B, who connected industrial design with visual communication through photographer such as Serge Libewsk, Aldo Ballo and Art Directors from Creative Agencies. Civita Castellana’s fabrics relied on local typographers and ceramic artists for printing, photography, and brand creation.

However, due to geographical factors I believe, the emphasis on product photography reached Civita Castellana later, resulting in a lack of documentation and recognition for those involved. Over time, the individuals who worked in this field have pass away, and with no written sign of who made those advertinsing, their names ramained unknown .

Consequently, the magazine “Civita Castellana Produce” is a crucial publication that represents the surviving evidence of Centro Ceramiche’s visual communication efforts. It holds historical significance for the small town and its contributions to the ceramic industry and Made in Italy..