This event aims to bring together two universities with complimentary disciples: The London College of Communication (“LCC”) provides graphic design courses and expertise in graphic software packages and Università degli studi Mediterranea di Reggio Calabria (“UNIRC”) provides courses in architecture and urban design. The expertise of these two universities will be bought together to cross-pollinate the students with knowledge and skills from each university. This cross-pollination of skills will work within the context of teaching the students how to create a brand and the importance and background to brand identity; to this end, external experts on brand creation will guide the workshop and highlight the key concerns of brand creation. Unlike teaching courses the event will uniquely challenge students with the exclusive opportunity to work towards creating an actual brand for the islands of Eolie, Sicily.

Isole Eolie is an archipelago created by volcanic eruptions and is a natural resort sought out by tourists and the Italian rich and famous. Its unique flora and fauna has earned it protection from UNESCO: it is also known internationally for its capers, tuna and wine. In Greek mythology occupied by Eolo the Greek God of the Winds (who has lent his name to the islands) it boasts a Greek heritage that is ingrained in its modern culture.

The event will aim to create a lasting brand identity to promote the islands nationally and internationally to tourists and generate pride amongst its occupants and citizens.

Objectives
The workshops has a twofold purpose, firstly to expand on the education and demonstrate a multi-disciplinary approach to creative thinking to the students from LCC & UNIRC, and secondly to benefit the islands of Eolie by creating a brand identity.

The aims are:

1. Study a communication program that will be presented on medias that will be used in the promotion of tourism in Eolie
2. Research and define brand identity: examples are analysing the history, art , architecture, landscaping, culinary, and life in and of Eolie
3. Create a graphic design approach, produce the images and copywriting that will be used on the communication campaign
4. Create mock-ups and implement designs of each media of communication; collate best concepts and designs for final implementation for Eolie communication campaign
5. Award acknowledgement to best group for concept or design
6. Based on the selected concept/design, organizers will elaborate the final layouts for the medias considered. Isole Eolie will use finalised concepts/designs for the upcoming communication campaign
7. An exhibition of works from the live event will be displayed in London and form part of a book to be published about communication.