The client was the city of Rimini, an Italian resort on the Adriatic. The town wants to position itself as a vacation and conference center, and change its tourist population from being essentially Italian to an international one. I had previously designed a logo for the city. Using the same alphabet, I made the word “Rimini” sit at the edge of the beach, with the “M” going for a swim, to suggest both the city’s proximity to the sea and its playful spirit.