The pelican is everywhere in St. Pete: on the pilings, the seawall, the marinas, the Welcome Tower. That soul is what the identity was built on.

We turned the diving tower into a landmark the city already knew by heart. Against the water, the pier and the skyline, it was unmistakable from every angle, and it put St. Pete in every frame of the broadcast.

Cliff diving is watched from below. In St. Pete that meant the pier, the seawall, and a bay so crowded with boats it became a second grandstand.

An event is seen from a distance and remembered up close. The identity carried through the signage and wayfinding, the dive board fronts, the press wall and podium, and every piece of public communication around the pier.