One of the main municipalities of the state of Paraná, São José dos Pinhais has grown significantly, both in its economy and population, since the implantation of the automotive pole in the Metropolitan Region of Curitiba, at the end of the 1990s. The revision of the city’s Master Plan is based on a set of development guidelines focusing on the municipality’s urban and rural territory, environmental and cultural heritage, and on its social-economic and spatial dynamics. The proposed strategy focuses on specific guidelines for: Preserved Nature Areas (highlighting the Serra do Mar mountains); Shared Nature (rural areas and water catchment areas); and Urbanity Spaces (urban areas per se). The recuperation of the Iguaçu River Waterfront as an urban development axis in the municipality, as well as the creation of “urban acupunctures” such as The New Market and The City Air and Coach Terminal are proposed projects that give visibility to several of the municipal’s assets and strengthen its identity.