Can randomness be part of the design process? The project defining a new identity for Mifed – the annual international film fair in Milan – saw its natural spreading into the space. The task required to identify, make coherent and visible elements of  spatial communication to be located in extremely unhomogeneous areas amounting to thousands of  square meters. The project included three different stages: a) a complete definition of the identity elements characterizing the fair / b) the setting of a ruling grid for the application of such elements / c) the overlaying of the design to the space. The c) moment happened to be a spontaneous placement of the identity elements through the grid following the natural vocation of the space.