The Branding Letters adopts Giardini Naxos

Founded in 2016, The Branding Letters is a branding agency with a vocation for developing branding projects where strategy and creativity feed off each other throughout the brand management process. The agency was born out of the conviction that creativity only has value if it is rooted in strategic substance; just as strategy only has value if it can inspire an aesthetic of language.

The Branding Letters renews its commitment as Communication Sponsor and adopts Giardini Naxos. The history of Giardini Naxos is a history of landings, in space (from the Greek motherland to the western Mediterranean) and in time (a before and an after the Greeks). On the strip of land that juts out over the promontory of Capo Schisò, a term that bears witness to the Arab presence, with a triumphant seafront promenade that looks towards Mount Tauro and the perched citadels of Taormina and Castelmola, the town of Giardini, Giardini Naxos since 1978 by regional law, lies, mistress of the sea.

"Fhe future has an ancient heart’ summarizes Giardini Naxos well . All history is contained in its two place names: Giardini (Gardens) and Naxos, the first referring to the ancient richness of the citrus groves that travellers on the Grand Tour could still see, the second, assigned by the first settlers who from Chalkida Euboea, led by Theocles, in 734 chose the site to land on, naming it after the island of the same name in the Aegean Sea, a name that remained even in Roman times and at least until the 3rd century AD, as attested by the Antonine Itinerary.

 A city in two names that encapsulate the fierce beauty of nature and the density of history and civilisation, a primeval place of that colonisation that made Sicily Greek. To remind us of its symbolic value as a land of landing and departure, an altar erected by the colonists to the god Apollo Archegetes who, as Thucydides says, was the point of departure for Greek ambassadors returning to the motherland. Of this history and much more, the city of Giardini Naxos is heir, although it has not always made a banner of this heritage, a pivot on which to build and relaunch its future.

Heir to this past, although often, unfortunately, immemorial, the city of Giardini Naxos, like so many others in Sicily and beyond, reinvented itself to become, during the last thirty years of the 20th century, the capital of the island's tourist triangle: Naxos, Taormina, Cefalù.

The price to pay? Easy to say: a process of loss of identity, a sometimes unbridled race towards the creation of a tourist destination, predominantly based on the sun-sea combination, now in crisis, in favour of a different travel culture. The scenario is certainly lively, with many operators involved, from those in the hotel and accommodation sector in general, to the creation of events-attractions capable of enriching the offer: among all, let us mention the events in the Naxos-Taormina Archaeological Park, a true green lung of the city, a place of fascination, sometimes felt as a body extraneous to the social fabric, for some years now, fortunately, a place rediscovered and experienced by the community thanks to a precise strategy of valorisation and fruition; two festivals, with an important history, such as the Children's Film Festival, in Italy second only to Giffoni, and the literary festival Naxoslegge, together with theatre projects in synergy with drama networks such as Latitudini, creator of the ‘Interpreting the Ancient’ project.