Find Your Greatness - Final conference, Perugia, 20-22 July 2022

During the meeting, the hosting city of Perugia presented the branding strategy “Etruscan Spirit” (www.perugiaetruscanspirit.com) developed with the Academy of Fine Arts and all the other members of the ULG: Marco Tortoioli Ricci, coordinator of the two-year master's degree in Brand design of the territories of the Academy of Fine Arts, who carried out the project with Paul Robb, professor of Graphic Design, explained how the Perugia Etruscan Spirit brand was born. Deepening the symbol of the Etruscan walls with which Perugia had applied as part of the URBACT project, it first emerged that, "if every great wall in history was built against someone or to keep other populations away, the walls are also hinged between the inside and outside, and, as in the case of Perugia, they are 'alive' because there are houses that rest on those millenary stones. Furthermore, living inside the walls means being part of a community”.

All the partner cities had the opportunity to share with the audience key strategic development challenges tackled, the strategic brand positioning, the objectives of their IAP along with its main planned actions, the role and activities of ULG in co-creating IAP, the benefits of participating in APN FyG.

The meeting resulted in a fruitful and successful sharing experience and allowed the partnership and all the audience to touch with hand the potential of the huge work done.

“In this European project, each city has tried to bring the best of itself, its own originality, what makes it unique and recognizable. We started from the Etruscan walls to make them our brand because for us they represent a melting pot of feelings and history, an element that can take on a new meaning by virtue of that 'Etruscan spirit' that hovers among the ancient stones. The path taken, the result of a choral commitment does not end here” said Councillor Leonardo Varasano.

Finally, the meeting has been enriched by the online presence of the URBACT Expert Laura Colini and the responsible person of the National Contact Point Simone D’Antonio: their addressing words and comments about the achieved results and desirable future project development have added further value to the assembly.