DESIGN MARKET BARCELONA
CLIENT: ADG FAD
CREATIVE DIRECTION: Naranjo-Etxeberria
ART DIRECTION: Naranjo-Etxeberria
GRAPHIC DESIGN: Carlos Mayo, Pedro Ajo, Jose Houdini, Paula de Álvaro, Ester Arrebola, Clara Pessanha.
MOTION DESIGN: Naranjo-Etxeberria
Design Market is an annual event held by the association of designers ADG FAD at the Disseny HUB in Barcelona. Its purpose is to create a meeting point between creators, a unique opportunity to share and connect.
We wanted the campaign to be a reflection of what happens in the Design Market, the union of new talents with more consolidated designers. That is why we have curated 6 new talents of the Spanish design scene to create a collaborative campaign.
A COLLABORATIVE PROJECT THAT REDEFINE THE DESIGN LIMITS
We decided to assume a role as art directors instead of graphic designers. The art direction of the project has been based on deconstructing and re-unifying the work of the 6 designers to create a new visual code that we built together with a mathematician who helped us mark a series of mathematical rules to create combinations that would never be repeated.
The main purpose of the campaign is to open a dialogue, to raise where the design limits are, what is design and what is not.
A GRAPHIC SYSTEM THAT REPRESENTS THE UNION BETWEEN DIFFERENT GENERATIONS OF DESIGNERS
From rebuilding the posters, we created a pattern that would serve as the basis of communication. In this way, we created a unanimous language born from different individual visions.
From that pattern, we have a great variety of combinations to model each application that, added to the animations, generates the campaign universe. In this way we created a live and modular system.
A SELECTIVE FRAME THAT ADAPTS TO ANY CAMPAIGN APPLICATION
Once we created the pattern and animated, it became the axis of communication for the creation of all graphic applications of the project, both static and animated.
Based on the different formats and sizes of the graphic applications we select different crops of the pattern that adapts to each application. In this way, all applications were born from one piece.