Dugongo

Christmas Map, the artwork created for Christmas Design by ATB in collaboration with the creative agency Dugongo, presents a captivating reinterpretation of a bus’ exterior. This bus will travel through the city of Bergamo, bringing the festive spirit of Christmas and transforming the vehicle and the journey into moments of tranquility and reflection. With its custom design, it lets passengers experience the magic of the holiday season onboard ATB vehicles. Messages of sustainability and festive cheer transform this visual journey into an experience of both personal and collective well-being.

The graphics on the bus, turned into a mobile installation, feature symbolic stops along a personal life journey, such as "take your time," "chase your dreams," and "make a wish." On the Christmas Map bus, the resolutions typical of the year's end intertwine with the routes of a futuristic urban transport map, encouraging both a physical journey and an inner one.

The concept stems from the very essence of the public transport company, which connects the city daily, carrying people and fostering movement. The theme of the road intertwines with the idea of a celebratory journey that passengers can embark on aboard a bus, which becomes a bridge between different parts of the Christmas city.

The partnership between ATB and Dugongo is rooted in the desire to create a moving work of art that blends lightheartedness and commitment, captivating the gaze of passersby while crafting an imaginary route linking ATB's developmental goals and the values of the most magical time of the year. Whether boarding the bus or observing it from the stop, passengers can share and implement small steps toward a stronger sense of sustainability and care for themselves and others.

The concept of metamorphosis, which inspired the special livery, is also linked to the desire of Dugongo and ATB to redefine the idea of travel. The company strives to gift the community with a public transport experience that is increasingly sustainable and seamless.

Metamorphosis is a concept deeply tied to ATB, especially at this moment, as the company undertakes a developmental project aiming to offer a smarter and more digital travel experience that meets customer needs while prioritizing the future of our planet.

ATB has made Bergamo a “city within reach.” Tens of thousands of travelers use its services daily, and thanks to an increasingly diesel-free fleet, the city is greener. Azienda Trasporti Bergamo manages urban public transportation in the city and 29 surrounding municipalities.

Founded in 1907 and structured through various subsidiaries led by ATB Mobilità Spa, the company has established itself as a benchmark in public transport and integrated mobility systems.

Its activities include managing cable cars, buses, and trams, as well as regulated parking, mobility information systems, ZTL (Limited Traffic Zones) in Bergamo, and the bike-sharing service La BiGi. Its mission is to increasingly support sustainable mobility and make public transport user-friendly.

To this end, ATB Mobilità Spa invests in environmental sustainability and technological innovation, aiming for a diesel-free fleet by 2030, introducing electronic ticketing and smart cards to reduce paper use, and developing more eco-friendly mobility projects such as the e-BRT.

ATB’s major challenge is to make public transportation a valid alternative to private vehicles in terms of usability and travel experience, encouraging lifestyle changes and choices that support sustainable mobility. This journey is expected to become a strength for Bergamo in the coming years.

ATB's close connection to the city is highlighted by its participation in local cultural associations (as a founding member of the Fondazione Bergamo nella Storia ONLUS, a member of BergamoScienza ONLUS, the Fondazione per la Storia Economica e Sociale di Bergamo, and the Centro di Etica Ambientale) and, since 2023, its involvement with Christmas Design.

Dugongo is a communication agency founded in 2015. This creative hub encompasses two complementary facets: one focused on print and digital graphic design, and the other specializing in video content production, post-production, and visual effects.

Thanks to its high level of expertise and reliability, Dugongo works with well-known brands distributed in large-scale retail, while also embracing smaller challenges to fully express creativity in every dimension.

The team consists of 14 core members, expanded as needed with various professionals and collaborators. «We don’t emphasize rigid hierarchies or lofty titles,» explains founder Ettore Frunzio. «Instead, we focus on results that satisfy both our team and our clients. Each team member is encouraged to bring their best self to every project.»

Dugongo’s production process is flexible and tailored to the unique demands of each client, ensuring no two projects are alike. Frunzio adds, «We’re passionate and curious, always staying updated on the latest trends in both visual and technical aspects of our industry.»

The agency also prides itself on its ability to quickly find effective solutions while respecting deadlines, keeping production costs in check thanks to its flexible structure, and maintaining high-quality standards.

Opera

CHRISTMAS MAP

Opera

Location

Client

Dugongo

CHRISTMAS MAP

ATB

Designer

Dugongo

Opera - CHRISTMAS MAP