VACACIONISMO

Lettering for a promotional campaign of the tourism in the Comunitat Valenciana.

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The advertising agency PUBLIPS asked me to work on the lettering for the logo “Vacacionismo” as well as different slogans or tag-lines. The word Vacacionismo derives from “vacacionista” that in Spanish means a person who travels for the enjoyment of holidays, a holiday-maker. So Vacacionismo could be translated as holiday-making. The letterings were to be used in all pieces of the campaign, a fun, distended, and daring style. The agency considered that a calligraphic solution could work perfectly.

The design process
I tried different tools like brush pen and pencil, also mixing lowercase and uppercase, to create a difference between the logo and the slogans.
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Sketches. During the second phase I also proposed to work the other way round, with the logo in uppercase and the slogans in lowercase; this proposal was finally approved.
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Final version in Valencià.
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Some samples of the media campaign, which can be seen in newspapers and on TV ads.

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Typography & Graphic Design. All rights reserved

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