I designed the brand and communication strategy for the Municipality of Trenque Lauquen, attempting to interpret the city in a dynamic way, as a space for chance encounters–I even including some characteristics from its political and government policies. First I generated the slogan: “Ciudad del Encuentro” (The City of Chance Encounters), which focuses on the opening and strategic location of the city as a defining quality. Then, from a graphically strategic point of view, I replaced two letters of the name with symbols that stand for recycling. The substitution of these letters by the signs accomplished two things: it established this attribute as a fixed quality; and it also naturalized it as an intrinsic quality of the city. The city is thus understood to possess these attributes, while also presenting a modern and friendly logo.