Carolina Torbellino is a photographer and entrepreneur based in Mondsee, Salzburg. With a clear idea and a social mission behind it, she created a unique souvenir concept for visitors to the region: their photo on the front page of a vintage newspaper, printed on the spot. An unforgettable memory — and part of every payment goes to the Global Health Fund & Ayuda Efectiva.
At Is Not Personal we developed the naming, the editorial visual identity and all the physical materials that bring the project to life: the souvenir newspaper, the delivery folder, the point-of-sale roll-up, the events flyer and the business card.
BRAND IDENTITY
A bellows camera, two edelweiss and a blackletter typeface. The logo that says everything without needing another word.
The circular emblem brings together three elements: the bellows camera — symbol of vintage photography —, the edelweiss as an alpine and identity reference, and the blackletter typeface that anchors the project in the tradition of historical press.
The result is a recognisable, versatile mark that is coherent across all materials in the visual system.
NAMING & EDITORIAL CONCEPT
A name that is already a story: The Edelweiss Times evokes vintage press, alpine territory and an unforgettable memory.
The naming draws from the quintessential alpine symbol — the edelweiss — combined with the classic newspaper format. Without further explanation, the name communicates place, character and experience.
The newspaper design follows a vintage editorial layout: a period typographic masthead, historical content about Austria, Salzburg and Mondsee, and a central space where the visitor’s photo takes over the front page.
“Every great day deserves a front page.”
PRINT MATERIALS
Every piece designed for the handover moment: from the first impression on the street to the memory the visitor takes home.
The roll-up communicates in seconds what the project is and how it works. With the sample photo integrated into the design, visitors understand it before they ask.
The delivery folder turns newspaper collection into a complete brand moment: Instagram and website QR code, logo and social cause message.
The events flyer presents the Vintage-Sofort-Fotografie for weddings, christenings, communions, corporate events and tourism — with four package editions.
The business card maintains the blackletter typeface and aged paper background of the editorial system.
All files delivered in PDF/X-4, CMYK Fogra39.
VISUAL SYSTEM & Photography with Purpose