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Secondly, this paper assessed how the design tools impacted the creative process in that specific context.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>A demanding involvement of more participants in the design process can be worthy for a VI outcome. Visual identity of a city is both designer\u2019s creative as a political process. The several aesthetical options decisions implied adaptation, trade-offs and negotiations.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This research explains how the design tools and forms were used in the creative process of designers when conceiving the VI of a place. This research also reveals how a design work can have an effective impact on the sensory qualities emanating from city brands which are recognized by tourists and citizens. 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