Commission developed for the Barcelona Institute of Culture (ICUB) of the Barcelona City Council (Ajuntament de Barcelona). The main objective of the campaign was to visually articulate, translate, and communicate the complex challenges, debates, and core conclusions that emerged during the City's Journeys for Cultural Rights.
The core design challenge was to translate the concept of "the right to culture" into a visually engaging and cohesive narrative suitable for a densely populated, diverse metropolitan environment like Barcelona. The solution was an inclusive visual language celebrating the multicultural landscape of the city—encompassing art, folklore, music, fashion, gastronomy, everyday habits, and traditional medicine. The visuals promoted central values of mutual respect, labor dignity within the cultural sector, and environmental sustainability.
Methodology and Creative Process
Conceptualization Phase: Analyzing Barcelona's multicultural diversity to design a character-driven ecosystem that is highly representative without falling into visual clichés.
Art Direction & Illustration style: Utilizing a contemporary, vibrant, and approachable illustrative style. A warm and energetic color palette combined with friendly linework was selected to foster instant empathy and democratize the institutional message.
Composition & Adaptability: Designing modular, independent scenes capable of functioning seamlessly as a single, large-scale unified poster or split into individual visual assets across print and digital mediums.