Fem la Barcelona de la teva vida.
Barcelona City Council has launched a new communication platform, inviting the citizens of the Catalan capital to be part of and build their city. The new voice of the council positions Barcelona as a lively, close and dynamic city, as a place capable of accompanying people at every stage of their life.
Barcelona stands out as a city that is present and looks to the future
“Fem la Barcelona de la teva vida” (We make the Barcelona of your life) has been worked on at a strategic level by the After agency, after winning the public competition held last year. It is also the title of the communication campaign for the new positioning, designed by the agency VML The Cocktail. With it, Barcelona seeks to awaken pride in the city, highlighting its potential and its ability to satisfy the needs of its neighbors, standing out as a city that is present and looks to the future.
In the campaign, with production by Benecé managed by Hogarth, the flag is the visual resource that structures the message. In this case, these are not flags that define territories, but rather they convey personal ways of understanding, living and feeling the city. “Because there are as many Barcelonas as there are neighbors and in this campaign they are visualized in photographic flags that claim the Barcelona of each one. A city made of people, neighborhoods, corners or life experiences“, they say from VML The Cocktail.
The audiovisual piece features a wide range of profiles and highlights aspects such as neighborhoods, markets, emblematic places such as Tibidabo, parks, cinemas, and also innovation and entrepreneurship.
It was shot under the direction of Jordi Lops, and has a theme song by Trafalgar and post-production by Pijama Studio.
“With ‘Fem la Barcelona de la teva vida’, we are not only launching a claim, but we are inviting citizens to be an active part of the construction of their city and to live it intensely in every moment of their lives.”, noted Pilar Roca, Director of Communication of Barcelona City Council, in a statement from the agency.
For their part, VML The Cocktail points out that they have focused on people’s real experiences to connect. That is why the message has focused on “what really fills their soul” and in “the people who give meaning to their city”, as explained by Irene Vidal, Executive Creative Director at the agency.
The campaign also includes a series of graphics, made with photographer Javier Tles. In these, the flags and the citizens are also protagonists.
The campaign will be deployed locally from October 22 to November 18, and will have a presence on television, radio, press, outdoor media, digital media and social networks.
The new visual identity of Barcelona
The campaign also communicates the new visual identity of Barcelona City Council, presented in mid-October. This is the first renewal of the institutional image in 15 years, and is focused on simplifying communication, increasing legibility and putting the city at the center, as explained by the council.
It has been designed by the Principi studio, winner of a competition organized by the Association of Graphic Design and Visual Communication.
The new image shows only the word “Barcelona”, accompanied by the official coat of arms of the city, thus preserving the link between the institution and the officialdom, but with a fresher and more versatile visual system. The logo maintains the shield, but places it behind the word “Barcelona”, seeking to reinforce the feeling of belonging and the link between city and institution.
As reported by the city council, the change aims to improve understanding and reduce visual noise in municipal communications, especially in digital channels and small format media. They point out that the previous logo, made up of a capsule, gave rise to legibility difficulties.
The logo including a version with the letter “B” plus the shield for communications linked to the districts.
The new identity maintains red, black and white as the main colors, but incorporates its own typography, called Barcelona Display, which has been expressly designed by the new graphic identity. It is a unique and closer typography, with rounded shapes and organic details that evoke calligraphic heritage and avoid rigidity, promoting closer and warmer communication.
