Castelló is a town with 7,000 inhabitants located in the Ribera Alta region, province of València. In 2022, it was chosen as one of the pilot municipalities for the Spanish Urban Agenda, a program designed to guide the planning of Spanish municipalities and cities towards sustainable development.

Due to the historical conflict surrounding its toponymy and the recent decision to be called “Castelló,” there was a need to propose a name for the Agenda that would encourage the use of this term and distinguish it from the capital of the province. Thus, “poble” (town) was added to reinforce its identity, and “2030” was included to link it to the program.
On the other hand, the multitude of concepts related to the Urban Agenda and the UN Sustainable Development Goals require simplification for effective communication. Therefore, five strategic areas have been established that align with the objectives of the Spanish Urban Agenda. This way, the chosen name allows us to replace “2030” with adjectives that define each of these areas: prosperous, healthy, nearby, inclusive, and open.

The graphic identity is led by characters representing these areas of action, each assigned a specific color in addition to yellow, which is used for generic communications. The typefaces, with simple and open forms, are familiar and work well across all types of applications and media. Finally, the logo is a straightforward identifier that combines update and recycling icons with the letter C.

Website: castellopoble2030.com

Illustrations: Josep Navarro
Web design and coding: Mui Studio
Typefaces: Feliciano Type

La Unió Llauradora i Ramadera (The Agriculture and Livestock Union) is the largest professional farming organization in the Valencian countryside. It was born in 1976 to defend agricultural professionals and to be the interlocutor to the administrations and all the agents of the agricultural sector. Along with the renewal of the graphic identity, its name has been updated with the aim of reflecting the new, more inclusive and diverse nature of La Unió, changing “Llauradors i Ramaders” (masculine nouns) to “Llauradora i Ramadera” (adjectives).

The graphic identity had to reflect the renewed character and values of the organization and try to connect with the new generations. We propose a typographic logo that joints the two words. The typeface, Original Sans links it formally to the trade union imagery. Seeking to enrich the identity and also as a functional element, we added a variant that has the full denomination and associates it to the food quality seals. The main typeface is Zoom Pro which with its imperfect geometric shapes provides freshness and spontaneity and, thanks to the variety of weights and widths, it allows the message to be modulated from some more formal to others more demanding.

We updated the green color that has represented the organization in recent years with a more powerful and recognizable hue, as well as adding a fresh and vibrant color palette. Finally, we commissioned a collection of illustrations to Luis Demano with the aim of emphasize the nature of the organization and to help with some applications and the brand architecture. They were drawn freehand with a marker, with an accessible but not childish style.

Illustrations: Luis Demano
Typography: Original sans y Zoom Pro

The Agència Tributària Valenciana (Valencian Tax Agency) is a step forward in the path to achieve the financial autonomy of the Generalitat Valenciana. The entity means an increase in resources through more rational, autonomous, efficient and effective financing.

Based on the ideas of progress and improvement, the initials were used as a directional symbol, which is interpreted as a continuous path forward. His abstraction as graphemes, requires the reading of the complete name and not only of its initials, which was an explicit requirement made by the client.

A graphic resource was also developed for its use in occasional pieces, in addition to a collection of covers that playing with the forms of the symbol and corporate typography, manages to increase the differential character of the communication materials of the entity.