Parc central valència
An inclusive visual identity for every visitor of Valencia's park
Valencia's Parc Central is one of the largest parks in the city, with over 100,000 m2 of green space. A place to stroll, be inspired, bring children, pets, books, or watercolors. A place where everyone is welcome. We designed the park's identity and a graphic campaign to position it within the city of Valencia. The illustrations for the latter, created analogically and using different techniques, speak to the park's handcrafted character, diversity, and dynamism.
Fields
Branding
Art Direction
Strategy
YEAR
2025
TEAM
Irene Agulló
Olivia Vico
Wenai Lobo
Lou Kleinhapl
The copywriting that accompanies the identity and graphic campaign speaks to the park's values. It speaks to the diversity of its visitors and the activities they can enjoy. It speaks of dynamism, creativity, and inspiration. It speaks the way the park itself would speak to you.
The key was always outside of the computer
What I took with me of this project is to step out of the computer. We were, in the end, designing for a park. A place for kids to play, adults to walk and everyone to take place. So including analog items, variety and the essence of the it, instead of going for a cleaner/minimalist approach is what the briefing asked for.
The discarded approaches, which included experiments like collecting and scanning flowers or asking people we met on the park to write down a quote to make a collaborative typeface, although discarded, serve as a precedence for other collaborative approaches to cultural and social projects.
We would have liked to expand the visual universe with more illustrations or styles, but the limited scope of time made up jump to the design phase quicker than expected. Still, a good lesson on saying stop instead of iterating endlessly on a flower 🌷
