Permea
Permea (Experimental Program for Mediation and Education through Art) is a master's program created by the Consorci de Museus de la Comunitat Valenciana together with the University of Valencia. It addresses in a holistic and experimental way the knowledge involved in the creation of artistic mediation projects, both in the institutional spaces of art and education as well as in other social contexts.
The graphic identity had to reflect the character of the master's degree, less childish and festive and more theoretical and intellectual. To achieve this, we proposed a contemporary graphic identity that invites students to intervene in it through images that are generated during the course and that do not require large resources in production.
The identity is structured through a single typeface, Oblong Sans, a friendly grotesque that through a subtle inverted contrast and other unusual details, manages to offer the right space for experimentation and play, while offering a contemporary image. In addition, in order to communicate the idea of dialogue, some titles are placed as if it were a conversation.
On the other hand, the identity makes use of transparency in several applications. Texts and images from a different nature are mixed with color masses seeking to enhance and take advantage of the program's name, as well as reinforcing the ideas of exchange and transmission that work as an allegory of mediation and education.
Some images used belong to the Wellcome Collection. CC BY 4.0:
The Meneptah stele, including inscription.
Branch of rosemary plant. Kathryn Ball.
Wellcome library: steel stacks.
Eye-glasses. Horn-rims, bridge metal wrapped, with horn or leather, probably French.
Artificial eye made by Giovanni Battista Verle of Venice.
Prehistoric symbols carved on Rocher du pas du Roi.
Female torso sculpted in ivory, Upper Palaeolithic period.
Peruvian star-shaped mace, axe and knife.
La Unió
La Unió Llauradora i Ramadera (The Agriculture and Livestock Union) is the largest professional farming organization in the Valencian countryside. It was born in 1976 to defend agricultural professionals and to be the interlocutor to the administrations and all the agents of the agricultural sector. Along with the renewal of the graphic identity, its name has been updated with the aim of reflecting the new, more inclusive and diverse nature of La Unió, changing "Llauradors i Ramaders" (masculine nouns) to "Llauradora i Ramadera" (adjectives).
The graphic identity had to reflect the renewed character and values of the organization and try to connect with the new generations. We propose a typographic logo that joints the two words. The typeface, Original Sans links it formally to the trade union imagery. Seeking to enrich the identity and also as a functional element, we added a variant that has the full denomination and associates it to the food quality seals. The main typeface is Zoom Pro which with its imperfect geometric shapes provides freshness and spontaneity and, thanks to the variety of weights and widths, it allows the message to be modulated from some more formal to others more demanding.
We updated the green color that has represented the organization in recent years with a more powerful and recognizable hue, as well as adding a fresh and vibrant color palette. Finally, we commissioned a collection of illustrations to Luis Demano with the aim of emphasize the nature of the organization and to help with some applications and the brand architecture. They were drawn freehand with a marker, with an accessible but not childish style.
Illustrations: Luis Demano
Typography: Original sans y Zoom Pro
Be Dyverse
Be Dyverse is a cosmetics brand for young skin, born with the aim of guiding skincare towards more effective and sustainable routines. For this reason, it concentrates all the innovations of cosmetics in a reduced collection of products, which cover the key needs of the skin. Everything you need, nothing you don't.
Our approach was to focus on a youthful and natural aesthetic that communicates a freedom and happiness feeling. The graphic identity and packaging design aims to link the use of its products with a moment of personal satisfaction, in addition to differentiating the unique proposal of the company within a saturated market.
Més-Compromís
The graphic identity of Més is built looking for a balance between four adjectives that define this young and ambitious political project: solid, friendly, activist and diverse.
Bronze Laus Award poster design, 2022.
Project done together with Diego Mir.
The Fallas 2021 graphic identity, the most important celebration in València, is a tribute to the professionals that make the festival possible: a recognition and a vindication of tradition, motivated by the situation that these artisans are going through.
Given the global pandemic situation, the Fallas could not be celebrated on their usual dates and the graphic campaign could not be used as we had designed it. For this reason, the City Council asked us to make an adaptation under the slogan Tornarem (We will return), which would serve as recognition, following the concept of the campaign.
Thanks to the arrival of the vaccine, the responsible governments allowed to celebrate the Fallas as well as other local festivities. The Junta Central Fallera decided to convene them in the first week of September and finally, the official graphic campaign could be seen in the streets of Valencia.
The campaign is made up of a total of six posters: five posters for five professions (fallas artist, pyrotechnic, dressmaker, musician and florist) without which we Valencians would not be able to understand our party par excellence. To these, we add a generic poster that contains the global essence of the campaign, and that extends the recognition to all those professions that, in one way or another, contribute to the celebration of everything related to the Fallas, since that we are aware that parties are made possible by an almost endless number of professionals from many different disciplines. In the posters, the hands of the artisans and artists are the protagonists. For this reason, we oversize the proportions and give those hands the character of a Fallas monument, above their "tools" and the party itself.
On a formal level, the campaign is also a tribute to the graphic tradition. The aesthetic looks to the past, to references of art deco and of a prolific era for the craft of poster design in València. Names like Renau, Monleón, Amérigo, Ballester or Raga opened an aesthetic and formal doors that we want to rescue and claim as our own. This exercise in graphic recovery has included the creation of a bespoke typeface inspired by the references of that time, as well as the use of a vibrant chromatic gamma and a finish that recalls the style of the classic airbrush. These resources will help make the festivity identity more popular as time goes on and more graphic adaptations are designed.
The graphic image of the Fallas 2021 is, therefore, an exercise in introspection. The moment we are living invites us to celebrate, more than the international nature of the festival, our roots and our ability as a people to give support and love to ourselves and look back to face the future with strength and optimism.
Download Metxa Display
Silver Laus Award poster design, 2022.
Bronze Laus Award external advertising, 2022.
Photography by Josep Gil and Fase.
"Meditadora" photography by Mònica Torres.
Postcrisis
Postcrisis is a project that interrelates architecture, the visual arts and contemporary thinking. Dilalica have chosen the brick – itself a signifier – to look into the interpretational and material possibilities of our built environments through original art works that make use ofthis material. Installed each artwork in a separate space in Madrid, the exhibition is presented as a tour of the city.
The identity is built on the concept of space / time: on the one hand, the distribution of the artworks in the city, placing them in the map; on the other, he uncertainty of the current moment, which positions the Postcrisis not as "after" but as a permanent state. It uses elements and materials that represent the nexus of the exhibition, the brick, trying that there was a variety of colors in all materials. The result synthesizes complex information through a few resources in the pursuit of a simple but powerful image that incites to discover and reflect.
Bronze Laus Award, integrated graphics, 2020.
Curated by Dilalica
Exhibition and artworks photography Galerna Foto
Agència Tributària Valenciana
The Agència Tributària Valenciana (Valencian Tax Agency) is a step forward in the path to achieve the financial autonomy of the Generalitat Valenciana. The entity means an increase in resources through more rational, autonomous, efficient and effective financing.
Based on the ideas of progress and improvement, the initials were used as a directional symbol, which is interpreted as a continuous path forward. His abstraction as graphemes, requires the reading of the complete name and not only of its initials, which was an explicit requirement made by the client.
A graphic resource was also developed for its use in occasional pieces, in addition to a collection of covers that playing with the forms of the symbol and corporate typography, manages to increase the differential character of the communication materials of the entity.
Archivo Rastro
Archivo Rastro is an exhibition project based around a photographic archive that was generated by digitalizing, and cataloguing more than 3.000 negatives and slides found in the Madrid Rastro.
The Archivo Rastro team requested that the identity should be used both for the archive and for the graphic image of the exhibition, in addition the images of the archive should be present, but without confusing the receiver about the exhibition purpose.
We based the identity on the concepts of latency and ordered disorder to communicate ideas such as collection, diversity or explore and discover. We collaborate in the design of the exhibition space proposing the printing of the complete archive, a numbered copy of each image, as a collectible exhibition leaflet.
Silver Laus award, integrated graphics, 2019.
Meryl is a collection of innovative premium yarns traditionally crafted in Blanes (Spain) since 1925, that result in fabrics recognized for its unique touch. Likewise, the Meryl Lab division use technology and creativity in order to achieve original and sustainable products that are specifically designed for the requirements of each garment.
In addition to the redesign, we developed the new brand strategy for Meryl that consisted of achieving a reputation within the textile sector, gearing towards itself to the final market through mechanisms such as co-branding, to later be enshrined as an "ingredient brand" recognized and appreciated by the user.
The touch was chosen as a differentiating element, since it functions as an emotional attribute and is the connecting value between the product and the user experience common to all its products. We support these premises with a sober visual language, without decorative elements and related to the fashion world, trying to update elements and classical compositions. In addition to the use of high quality materials and touch references finishes in order to strengthen the main message.