The new commercial positioning, proposed by the city’s government, victim of the industrial crisis, did not get the public enthusiasm.
Understanding citizenship’s pride for their tow industrial leadership and the grief of having lost it, allowed us to connect with the motivational value of its collective unconscious. It was only offset by the birth of a new ecological model of life. In just one image: it was to go from a grey life to a green life. The green city.
A botanical garden and more meters of gardens were projected in the municipality, at the same time that it was committed to minimizing the presence of grey.
The knowledge of the common value in which the interests of the different citizen groups converged, made it possible to establish the strategic area of action. So that community pride is recovered and the foundations are laid for a new urban model based on the values of its citizens.