The restyling of identity and the interior of tourist information and welcome centers proposed by D'Apostrophe, won first prize in the competition organized by PugliaPromozione (Tourism Promotion Department of Apulia / Region of Southern Italy). The designing process has been devoted to the identification of elements common to all the cultural realities of the Apulia region (Southern Italy) trying to emphasize the fundamental aspects that constitute the regional identity. These aspects were reduced to three primary concepts derived from culture and from the Italian region, summarized in: material, shape and color. D'Apostrophe worked – ironically – with stereotypical images and a series of visual, tactile and olfactory suggestions which make this place an unforgettable experience. In these favorite aspects were derived from the collective, in a contemporary context and reworked. The elements that represent its "tourism plus" are three: tradition, natural beauty and "joie de vivre". They were visually synthesized in signs and colors taken directly from the palette of rich natural and cultural territory. Tradition and innovation are the highlights of the whole operation. The design recall the past with a predisposition to the contemporary language.