First of all, we defined what types of locals will populate our community: people who share the same creative and proactive spirit. By cross-referencing their needs and desires, we were able to define the visual identity.
The posters feature the makers of El Born absorbed in their activities. While the text proposes the archetypal outdated and outmoded craftsmanship, the illustrations twist its meaning by showing the extravagant artisans and subverting the canons of their craft.
Hecho
Los makers del Born
branding - strategy
- graphic design
- web design
- 2020
- Politecnico di Torino
- with Lorenzo Zappia & Stefano Zappia
Concept
Hecho is the result of thesis investigation about the craft district of El Born (Barcelona) in order to devise strategies to counter the negative consequences related to mass tourism.It’s a platform that redefines El Born neighborhood and its craft workshops with the aim of bringing Barcelonans back to the city center. We redefined the imagery of the neighborhood, trying to reconcile its historical vocation with its lively nightlife, without pitting the two souls of El Born against each other.We then visually translated the young and creative soul of El Born through a visual identity and a set of illustrations that twist the archetypal craftsmanship of tradition.