Perugia Etruscan Spirit

Etruscan Spirit

Progetto Find Your Greatness

Urbact Local Group Meeting

7 luglio 2021

July 7th 2021

1

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Perugia Etruscan Spirit BRANDING AND COMMUNICATION FORMAT

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Have you ever seen an Etruscan wall?

The city of Perugia is renowned for many reasons: Art, Culture, Food, Chocolate, Jazz among others (please forget football!).

But is there any chance you would really come over just to see 3000 years old stones?

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

A wall?

What hell of symbol can a wall be?

The Gerico walls, the Chinese great wall, the Hadrian wall, the Ston wall, the Berlin Wall, oh mamma mia!

Every great wall we know seem to be built against someone or to keep peoples apart.

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Perugian walls?

Connection vs Division We pushed our research on perceptions a little further and found out our Etruscan wall are felt as a connection momentum instead of just an ancient defence symbol.

Because our walls host life moments which belongs to many life beings.

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Living inside the walls More than considering our walls just as city icon, we found out the story of this city is full of moments and people who had fight for independencies through the centuries: money, culture, art, society, freedom…

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Home to free spirits Perugia can be told as the capital for everyone who believe the todays world needs to have free spirits back at fight for preserving its future.

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Vision Be the worldwide capital for all the people who want to fight for peace and freedom.

Perugia is the city capital for who believe in cultural independence and for all who want live in an entire urban environment where to experience their attitude.

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Mission Give home to all the free spirits in the world.

We can do it because we have 3000 years old walls to defend their ideas.

Marco Tortoioli Ricci.

ABA Perugia

2020

Naming

Brand Design

City Identity Practices

Master Course

PE�U�IA �TRUS��N SPIRIT

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

The visual identity machine.

How to build a consistent visual language meant to be a generative communication tool and not just once more a signature classic city branding?

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Etruscan Spirit typeface Starting with a shared way of typing.

The ‘tavole eugubine’s writing is an engraved alphabet known as one the most ancient from our land. Out of any classicism it show and incredibly contemporary writing system: monotype set, palindrome letters, unique stroke, visual synthesis.

In other words the way our youth use to digit.

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

WE CAN WRITE

ETRUSCAN

USE IT Etruscan Regular

Project corporate font

Marco Tortoioli Ricci.

ABA Perugia

2020

Etruscan Regular

Brand Design

City Identity Practices

Master Course

Project corporate font

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Content strategy How can we make the people around the world aiming to coming here for acting and living an ‘Etruscan spirit’ experience?

Simple, we need testimonials who witness the ‘Etruscan Spirit’ for us.

Marco Tortoioli Ricci.

ABA Perugia

2020

Paolo III Pope

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Gerardo Dottori Futurist painter

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Aldo Capitini Intellectual, pacifist

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Sandro Penna Poet

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Joseph Beyus Artist

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Everyone Participating citizens

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Open hands!

Yes we found out that the map of the city remind the shape of an open hand.

This is why we want this simple gesture can become the easiest way to say ‘ciao, this is Perugia!’

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Social campaign content strategy

Branding storyline

Making the ‘Perugia Etruscan Spirit’ brand known as much as possible. Storytelling the vision behind the format, enhancing the unexpected reputation of Perugia as the worldwide capital of ‘fights for freedom’

Hands-on storyline

Perugia seen from above has the shape of a hand with the districts that stretch on different hills. It comes up from this research the idea to use the own open hand leaning to the stones of the Etruscan walls of the town. But we will invite people from all over the world to photograph their open hands resting on the walls of their place of life.

Surprising history storyline

Perugia has a history full of personalities and events really singular. All things known by those who live the city, but absolutely surprising for those who do not know it. We want to use unusual point of views to speak of the history of the city connecting the figures and events to the general strategy of the project.

Cultural conquers storyline

Perugia has a history made of characters that have fought for their own cultural and artistic affirmation or for the attainment of social conquests that have remained in the history. we want The storyline of these conquests as the mirror in which can look at themself all the people that aspire in the world to an equal independence of thought.

Marco Tortoioli Ricci.

ABA Perugia

2020

Lay out testing

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Lay out testing

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Lay out testing

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Hands on

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

PES #BOOK NOW

Brand Design

City Identity Practices

Master Course

SOCIAL CAMPAIGN

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Marco Tortoioli Ricci.

ABA Perugia

2020

Communication tools

Brand Design

City Identity Practices

Master Course

Information notebooks

Marco Tortoioli Ricci.

ABA Perugia

2020

Communication tools

Brand Design

City Identity Practices

Master Course

Information notebooks

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

Small Scale Activity Plan

Content Strategy

Dedicated research work and local community representatives interviews for a possible first level content design and strategy.

Preliminary audience analysis

Current city audiences analysis (tourists, students, professional travellers, medium range commuters, etc); major competitor cities (both national and International); analysis of future publics that can be involved in relation to ongoing social, economic and political changes.

Brand Identity (transient) design

Design work for a transient brand identity system which will allow the organisation team to start communicating: dedicated typeface design, brand design standards, colore palette, galleries.

Visual Communication formats

Design and visual grammar definition for the first communication formats to be applied through this very first activity phase.

Social Media short term plan

Editorial plan and ad planning for the activation of the main social platforms to be included in this first phase of spreading the new city identity: Facebook, Instagram, Twitter.

Results evaluation

Marco Tortoioli Ricci.

ABA Perugia

2020

Brand Design

City Identity Practices

Master Course

ABA. Fine Arts Academy Perugia

Teachers responsible: Marco Tortoioli Ricci, Paul Robb

Students team: II year Master course in Brand Design

Thanks