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Madrid, Part of you.
A proposal for communicating Madrid as a touristic destination far beyond the city itself. The identity was built to speak to Madrid's history and energy for an international audience, at a time when the city is undergoing a tourism renaissance.
Client: Turismo Madrid
Location: Madrid
Year: 2018
Services: Campaigns, Consulting, Identity, Place Branding
Placebranding
Reinterpreting City Symbols
Madrid has a long history of flags, insignias, and banners, and in each iteration, seven five-pointed stars have appeared, representing the provinces bordering the Community of Madrid. We took this as the starting point for a symbol design, one rooted in the historical geometry of the five-pointed star, but refreshed in a new way.
Madrid Region
The 5 point rotation extended into the regional Community’s flag and its seven stars.
The identity’s strength lies in balancing expressiveness with adaptability, translating just as powerfully across out-of-home advertising as it does onto everyday merchandise.
Explanatory Video
Visual appendix
Impact
Although never selected, the proposal remains a confident vision for how Madrid could present itself to the world, expressive enough to capture the city's energy, adaptable enough to live across advertising and everyday merchandise. It's a testament to the studio's belief in Madrid's story, and how it deserves to be told.
Related Projects
A contemporary art center on Santander's waterfront in Cantabria, hosting exhibitions, workshops, and public programs that engage a growing international and local audience, positioning it as a cultural anchor for the region and beyond.
Client: Fundación Botín
Location: Santander
Services: Identity, Place Branding, Signage & Wayfinding
Signage & Wayfinding
A site at 24-1/2 Van Houten in Paterson, where identity and branding repositioned the complex as a catalytic innovation district for the city's next chapter.
Client: Blue Onyx
Location: New Jersey
Services: Art direction, Identity, Place Branding, Web Design
Identity
Environmental Graphics
Visual System
A multi-level observation experience within One Vanderbilt, rising above Grand Central Terminal, it features expansive views and mirrored art installations that make it more than an observation deck: an immersive cultural experience.
Client: SL Green Realty Corp.
Location: New York
Services: Campaigns, Identity, Place Making, Signage & Wayfinding
Naming and branding for Domu Place, a long-term stay hotel chain launching with Ayala 63 in Madrid, built on a scalable typographic system and the tagline 'Make it home.
Identity
Content Strategy
Implementation
