In our normality, every moment
is a unique and silent nourishment
for us who are flesh and emotion,
a Universe in becoming, unrepeatable, in continuous explosion.
– Emanuele Cappelli
The Grand Tour AFAM is an international project coordinated by RUFA that promotes Italian students and institutions of higher education in art, music, and dance. The project launched a contest called Normale è Straordinario (Normal is Extraordinary), which concluded with the Grand Festival on December 5, 2025, at the MAXXI in Rome. We oversaw the creative direction of the Grand Tour AFAM, including the concept, brand identity, and digital and social communication, as well as the artistic direction of the Grand Festival, including exhibit design, video installation, and performance. This project focused on culture and involved all the main artistic disciplines of music and dance, as well as leading institutions and academies, such as the Accademia Teatro alla Scala, CNR, IED, NABA, RUFA, and Sapienza.
By the Dynamic brand methodology, we designed every element – sign, content, and movement – to activate relationships, highlight unique features, and showcase a constantly evolving network. The visual palette combines neutral tones with fluorescent yellow accents, and the typography balances an elegant serif font with a geometric typeface. Thus, Grand Tour AFAM becomes an identity on a journey: a visual narrative that combines culture and the future, talent and territory, training and an international vision.
It reflects the richness of Italy’s cultural heritage as well as its evolutionary vocation.
Normal is Extraordinary.
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