JWSC 2025 – PromoTurismoFVG

Tourism

Logo, communication concept, track branding, athlete gear, accreditation materials, information materials, merchandise, digital content

Tarvisio—a crossroads of roads and cultures and a year-round tourist destination—is beloved for its unique microclimate, its village situated at nearly 2,000 meters above sea level, its alpine lakes, and some of Italy’s most expansive forests.
For the second time in 23 years, Tarvisio returned to the spotlight of major international sporting events by hosting the JWSC 2025—the 44th edition of the FIS Alpine World Junior Ski Championships.
This world-class event brought over 382 young athletes from across the globe to the Di Prampero and Priesnig B slopes, delighting ski enthusiasts everywhere.
The communication strategy encompassed graphic, textual, and conceptual elements, playing with the JWSC’s official color palette alongside minimalist shapes and textures inspired by life in the snow.

The logo became a pop-style tribute to the unifying power of sport and the unstoppable energy of youth; it reimagined the iconic FIS snowflake shape, transforming it into a multicolored explosion.

Regarding on-site communication—specifically within the race areas—the Di Prampero and Priesnig B slopes, set amidst a landscape of rare natural beauty, required custom branding along their entire length. This design highlighted the natural characteristics of the various downhill sections, creating a visually striking experience for both athletes and spectators.

From start and finish gantries to flags, protective barriers, and the podium—along with dedicated backdrops—every element was designed to enhance the race experience and showcase every moment of the competition. For the 382 young athletes—aged 15 to 20—special race bibs were produced, while the award ceremonies featured sustainable gifts: a tribute to the Tarvisio area, which has held Global Sustainable Tourism Council certification since 2021.

The fresh flowers typically presented at award ceremonies were replaced by certificates made of recycled paper embedded with flower seeds; printed with eco-friendly water-based ink, hand-cut, and sustainably packaged, they are designed to be planted and bloom in the young champions’ home countries.

The prizes and trophies awarded to the winners were crafted from fine woods—including ash, oak, and the resonant spruce from the ancient Tarvisio forest—the very same material that historically gives body and soul to the violins, violas, and pianos played in theaters worldwide.

In addition to athletes, coaches, delegations, and guests, the JWSC 2025 brought over 750 organizing staff members, 200 volunteers from across the region, supporters, and accredited international media to Tarvisio; for them, ski suits made from recycled and recyclable materials were designed—orange for officials and black to identify volunteers.

Beyond informational materials, the event was promoted through dedicated merchandise and spectator giveaways, while the town of Tarvisio was fully decked out in special event branding, complemented by roll-up banners placed in strategic locations throughout the town.

Banners and social media content for PromoTurismoFVG and FIS channels made the 44th edition of the Alpine Junior World Ski Championships even more accessible to a global audience.