Introduction
Creating a unified visual identity.
The Madrid City Council commissioned me to create a 360° campaign—spanning both physical and digital formats—to invite residents back to the Municipal Museums. Following COVID, visitor numbers had dropped by nearly 40%, so the goal was to bring the neighbors back.
Year
2023
Duration
6 Weeks
Client
Ayuntamiento de Madrid
Type
Visual Design | Branding
Challenges
A massive story in limited real estate.
The main hurdle was a strict imperative: the campaign had to feature elements from all the institutions. This created a complex design challenge—how to ensure distinct pieces were identifiable within a single visual ecosystem? Moreover, it was logistically unviable given the timeline. We couldn't possibly generate 15 unique key visuals and adapt them all to every format: MUPIs, bus shelters, metro stops, banners, and digital screens.
Solutions
Collage and Connection.
The decision was clear. I employed a visual collage technique to connect the diverse museum elements, blending fragments of their most iconic pieces into a unified narrative. Paired with the call-to-action 'Come see your collection,' I resolved the complex brief using just two defined key visuals that coexisted in perfect harmony.
The campaign delivered high visual impact. The outcome? Visitor numbers didn't just recover; they surpassed pre-pandemic levels.
View More.
One story down. Many more to discover.
