Institutions also need effective communication and an appropriate image to represent them. To mark the occasion of the tender launched by the City of Naples for the restyling of the city’s coat of arms, we presented a project to study and create the heraldry. For the creation of the new city symbol, we chose a design faithful to tradition, using representative colours to specifically create continuity between the historical and contemporary soul of the city of Naples. Heraldry was then used to define a corporate image complete with communication tools and corporate literature. With a strategic and cross-sectoral approach, we give a new face to public bodies and private companies, supporting their communication to different targets through diversified channels.