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