For Grand Tour AFAM, the international project coordinated by RUFA – Rome University of Fine Arts in collaboration with 14 AFAM institutions and 2 public entities, we developed a Dynamic brand designed to promote Italian culture abroad through art, design, music, and dance. The concept emerges from a dialogue between the historical Grand Tour and its contemporary counterpart: a collective journey fueled by exchange, transformation, and connection. An identity that reflects the richness of Italian cultural heritage while embracing its natural drive to evolve over time.
We designed the brand identity, provided art direction for the contest, and led the creative direction and development of the entire digital ecosystem, conceived as a dynamic platform to highlight the works, events, students, and faculty involved. The website functions as a fluid, user-friendly archive that encourages exploration through thematic filters, multimedia content, and curated pathways. The social narrative supports the platform by showcasing initiatives, partners, and activities throughout the two-year duration of the project.
Using the Dynamic brand methodology, every element—symbol, content, movement—was conceived to foster relationships, highlight individual contributions, and narrate an ever-evolving network. The visual palette blends neutral tones with fluorescent yellow accents, while the typography pairs an elegant serif with a contemporary sans-serif, balancing tradition and modernity. In this way, Grand Tour AFAM becomes an identity in motion—a visual narrative that bridges culture and future, talent and place, education and international vision.
Italian culture.
Global education.
Previous