Grand Festival AFAM and The Power of Collective Identity: a Dynamic Brand for Education

The Grand Tour AFAM is an international project coordinated by RUFA to promote Italian art, music and dance institutions of higher education. As part of the project, the ‘Normale è Straordinario’ (Normal is Extraordinary) contest was launched, culminating in the Grand Festival on 5 December 2025 at the MAXXI in Rome. Cappelli Identity Design was responsible for the creative direction of the Grand Tour AFAM, including the concept, brand identity and digital and social communications. was also res