This is the visual identity I proposed for the city of Santa Cruz de Tenerife. It was not chosen but I believe it´s worth showcasing for being different and innovative, specially in terms of identities for tourist destinations. The tagline (The heart of Tenerife) was provided by a marketing department. I focused on the emotional side of visiting this beautiful place and created a visual identity system that are meant to surprise both local citizens and tourists. The creative line that "draws" the landscape and the architecture around the city echoes the pulse and the heartbeat of experiencing the city.