“WHERE? PERUGIA!” is our project for the new signage system of Perugia’s Commune (City Council). Starting from a naming inspired to the usual “uncertainty” of the geographical position of the town -often common in the visitors- we developed a communication and orientation system that could make the town readable and accessible. It was developed through the standards of clarity and integration of the urban environment, like the most evolved international cities and metropolis, integrating the traditional signage with an interactive app and augmented reality. At the core of the information is the citizen, in his/her functions and multiple roles, therefore developing the theme of urban travelling, in its wider meaning.  The project was selected for the ADI Design Index 2020 and candidate to the Compasso d’Oro award.