The Workshop of Dreams
CLIENT: American Hardwood Export
ART DIRECTION: Naranjo-Etxeberria
GRAPHIC DESIGN: Naranjo-Etxeberria
DIGITAL DESIGN: Naranjo-Etxeberria
DEVELOPMENT: Antón Feijoo Montenero
CONTRIBUTORS: Juan Mari and Elena Arzak, Izaskun Chinchilla, Martha Thorne, Benedetta Tagliabue, Javier Cercas, RCR Arquitectes, Juan Luis Arsuaga, Jacob Benbunan.
The Workshop of Dreams is a creative journey that brings together four of Spain’s most exciting architects and designers, with inspiring talent from diverse cultural fields, in celebration of Spanish creativity and craftsmanship.
A project that is born from an idea, from a dream that takes shape through creativity and materialises to become a reality needs a strong and consistent identity. An identity that fits adapts and has a digital platform at it’s center.
AN ART PIECE IS THE UNION OF DIFFERENT ELEMENTS
Union is at the center of such a project: The union of ideas, talent and collaboration. Every part of the process and end product is equally important to reach the result.
An idea that we wanted to represent with the graphic system. This led us to use a stencil typeface that gives a sense of joining several elements, combining with a classic typeface to create the perfect combination of beauty and function, this balance is what set out to create with The Workshop of Dreams.
AN IDENTITY NEEDS TO BE FLEXIBLE AND ADAPTABLE
Wood is known for it’s versatility, we chose to apply this idea to throughout the brand. We developed an identity that could adapt to the main concept as well as to each individual project, portraying a strong sense of identity throughout the platform.