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Branding a city: Develop a strong and lasting identity for the city of Florence, Italy. I chose to portray Florence as a city “in full bloom,” welcoming modern innovation to grow from its classic roots. 
Drawing upon elements from the original fleur de lis, the new mark is an expression of growth rising from traditional structure. 
With topics ranging from the sciences to the fine arts, various community events will appear “in full bloom” throughout the year, promoted through a series of posters. 
To reveal the city’s new look, I designed a trifold card illustrating Florentine history while listing the month’s events. A calendar will also provide monthly expressions of colorful happenings around town. 
The new identity will bloom throughout the entire city, with splashes of color invigorating every corner. 
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