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.

Meryl is a collection of innovative premium yarns traditionally crafted in Blanes (Spain) since 1925, that result in fabrics recognized for its unique touch. Likewise, the Meryl Lab division use technology and creativity in order to achieve original and sustainable products that are specifically designed for the requirements of each garment.

In addition to the redesign, we developed the new brand strategy for Meryl that consisted of achieving a reputation within the textile sector, gearing towards itself to the final market through mechanisms such as co-branding, to later be enshrined as an “ingredient brand” recognized and appreciated by the user.
The touch was chosen as a differentiating element, since it functions as an emotional attribute and is the connecting value between the product and the user experience common to all its products. We support these premises with a sober visual language, without decorative elements and related to the fashion world, trying to update elements and classical compositions. In addition to the use of high quality materials and touch references finishes in order to strengthen the main message.