THE PROJECT
Imagincafé is one of the biggest branded content projects I've ever had the opportunity to be a part of. Imaginbank, the younger and tech-savvy division of La Caixa, one of the biggest banks in Spain, embarked on a journey to create a space where all their brand values would be reflected. It is a three-story building in the center of Barcelona where all kinds of cultural events take place. It features temporary exhibitions, talks, concerts, workshops, etc. to bring the latest trends to the younger generations. As head of art, my main tasks were curating relevant content and making sure the art direction and communication were enticing, cohesive, and strategically relevant to the brand.
While the old bank office building was being renovated we shot a video to tease the features of the space:
THE SCREENS
The space has multiple video walls that continuously feature cultural contents and future event announcements. One of them is very narrow and goes up to 16 meters high.
I had to design a system that was flexible enough to be used in many screen sizes as well as rich enough to display different amounts of information without getting repetitive. Here are some examples of titles and imagery:
One of the screens on opening night.
COMMUNICATION
I was also in charge of all the social media campaigns we continuously worked on to communicate the brand’s value and its events and workshops. Even if we had some typographic and color constraints due to the brand’s identity, we tried to break the grid and adapt the imagery and contents to the specific media.
To get an idea of what a month at imaginCafé is like, here’s a video summary: