Creative direction and campaign for “Barcelona Poesia”

The Barcelona City Council, through its Department of Culture, commissioned us to create the visual concept and campaign for a new edition of Barcelona Poesia, a festival that fills the city with poetic expression every spring. The challenge was to design a visual identity that would stand out in the public space while capturing the evocative and reflective nature of poetry.

The campaign concept draws on the image of a soap bubble as a visual metaphor for poetry: fragile, hypnotic, ephemeral yet captivating. This idea materializes through a series of original photographs by photographer Arnau Rovira, which form the basis for a rich and expressive graphic language. These visuals are combined with a clean, bold typographic system and set against a vibrant yellow background—chosen to ensure maximum visibility and convey energy across all campaign materials.

The graphic design balances visual expression with clear communication and adapts to a wide range of physical and digital formats: posters, street banners, animated screens, lightboxes, audiovisual pieces, and a key element—the Barcelona International Poetry Festival anthology, a carefully crafted book that accompanies the festival’s closing event, held in the magnificent Palau de la Música Catalana. This printed piece serves as both a memento and a cultural artefact of the festival.

The Barcelona Poesia 2024 campaign positions design as a tool for emotional engagement and cultural resonance, giving the festival a powerful, singular, and memorable identity aligned with both its poetic spirit and the character of the city.