SAY HELLO hola@mariagm.com
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Spain, Barcelona
MARIA GUTIÉRREZ 2026
Branding: Poblenou Shopping District
18 DE MAYO DE 2025A visual identity that walks down the Poblenou rambla,
amongst local shops, small businesses and neighbourhood life.
Illustration Branding Art direction Visual identity
General overview
Concept and narrative approach
The visual identity for the Eix Comercial del Poblenou is born with a clear objective: to celebrate proximity commerce, neighbourhood life and the small stories woven through the streets of this iconic Barcelona area. The eix, formed by the streets that cross Poblenou, represents a living network of local businesses that shape its character and community.
Together with designer Tate Pallarés, a graphic universe was developed around warm, cheerful and unpretentious illustrations. The visual system seeks to capture the feeling of a relaxed but vibrant walk along the Poblenou rambla: shops open to the street, neighbours saying hello, shop windows with history, and the small everyday gestures that define the neighbourhood's identity.
Social branding
Storytelling and graphic system
The graphic proposal is built on a reduced, warm palette: beige, orange and black. These colours evoke closeness, Mediterranean warmth and graphic solidity. The chosen typeface is a serif with strong character, used in two distinct styles to allow subtle contrasts: in particular, the italic is used to highlight key words and add dynamism without breaking coherence. The result is a balanced, approachable, easily recognisable image.
The new identity not only sets out to represent the shopping district visually but also to strengthen a sense of belonging and neighbourhood pride. It is an invitation to rediscover the value of the local high street, to wander without rushing and to support the businesses that make Poblenou unique. Winner of the official "Eix Comercial del Poblenou" competition, this proposal is a celebration of the everyday, the human and the local.
