Lo Coà – Breed Bright Minds
The Marchigian language has an extraordinary power: it can turn everyday images into universal concepts. This is the case of “Lo Coà”, a Macerata dialect word meaning “to brood”—the patient, warm, tireless act by which hens tend their eggs until they hatch. An ancient, daily gesture, yet full of symbolism: protection, vision, responsibility, creative waiting.
And it is precisely from this gesture that the new MarcheLove graphic was born for TheWay, the startup incubator that every day welcomes ideas, talents, and entrepreneurial projects, guiding them toward the birth of new businesses.
From natural gesture to entrepreneurial act
“Brooding” an egg and “incubating” an idea share the same pattern: a mix of care, time, dedication, and trust in the future.
TheWay chose to support MarcheLove during the crowdfunding campaign run with Regione Marche, selecting one of our company-targeted rewards. From this connection, a living, immediate collaboration emerged: creating a custom graphic that would tell their mission through the poetic language of dialect. This is how “Lo Coà,” an ancestral gesture from rural life, becomes a metaphor for contemporary innovation.
Breed Bright Minds: our creative translation
We transformed the concept into a phrase with an international resonance: Breed Bright Minds.
A hymn to growth: of ideas, people, and possibilities.
A declaration of trust in young talent.
A bridge between the wisdom of our countryside and the ecosystem of innovation.
A project that opens new paths
This collaboration is just the first of a series of connections emerging between MarcheLove and local businesses.
Working with TheWay confirms how storytelling rooted in Marche culture—in its words, images, and metaphors—can genuinely, authentically, and surprisingly dialogue with the world of business and technology.
Because every territory that knows itself can innovate better.
And every idea, to become a business, always needs the same thing: a warm place to be brooded.
Lo Coà – Breed Bright Minds.