The aim of the research conducted in this final thesis is to obtain concrete data to create design platform of ‘Dubrovnik identity system’ (new visual identity). In this paper, the new methodology ‘identity system’ which is both theoretical and practical substitute the term ‘brand’ identity through the exploration potential (cultural and historical heritage and natural features of the city and surroundings), identity exchange (research among citizens with issues that should give elements to analyze the relationship of individual and collective identity) and the creation of the identity map (in which all the previously obtained data mapped) wants to turn the city into a place where people want to live, work and visit him. The results are fully confirming the hypothesis. Through reflection on the city and analytical-synthetic approach to information obtained, a new system is created that has resulted from the identity of the city and its citizens thinking, reinterpreted in a modern way through the synergy of traditional and contemporary. Ultimately, the new system increases of awareness of citizens (forcing them to think about their city, creating and changing the image of the city), and the tourists are encouraging in terms of recognition of the city as an attractive destination, the same research, the purchase of local products and local consumption.