SANGREDELSUR

The core focus was a deep understanding of the client’s human and sociological context, so that all of that heritage could be carried into the graphics. The project moved away from pure aesthetics to become a true visual statement of intent.

The main obstacle was the client’s unfamiliarity with the processes of the design profession. This led to an initial lack of decisiveness in making key strategic decisions, essential for laying the brand’s foundations and shaping its understanding.

The challenge was tackled not only by creating a visual identity, but through an in-depth strategic design process. Together with the client, the brand was defined as a cultural space of its own to restore value to the pillars it longed for: handmade work and art.

The ability to manage, organise and deliver single-handedly a brand’s complete identity and communication was gained. The process also brought the privilege of collaborating with Granada artists such as Tony Moreno (Eskorzo) and with organisations such as the photography association Afogra.