Work out and reconfigure the new image of the city of Buenos Aires.

An icon for the city was developed: The BA. It is a synopsis of Buenos Aires that comprises everything inherent to the residents of Buenos Aires. Their passions, feelings, artistic expressions, their beauty and places of cultural interest, etc.

The icon was successfully implemented making the city’s communication seamless, with a younger and rejuvenated perception. Its launch campaign was highly welcomed by Buenos Aires residents.