Bold illustration, custom lettering, and vibrant color — a pride campaign that celebrates identity, love and inclusivity.
For a Barcelona Pride campaign pitch, I created a vibrant visual identity and campaign under the concept Proud to Love — a joyful, inclusive celebration of LGBTQ+ identity and self-expression.
Designed to resonate with both local communities and international visitors, this campaign brought Barcelona’s creative energy to life through custom hand-drawn lettering, bold illustration, and a vibrant color palette rooted in pride.
The overall art direction balanced local authenticity with global inclusivity, making space for every individual to feel seen, represented and celebrated. Through expressive and emotionally resonant visuals, Barcelona Orgullosa was designed as an invitation to belong and celebrate.
Lettering and illustration inspired by Barcelona’s spirit
At the heart of the campaign is a bespoke lettering system inspired by Barcelona’s modernist architecture — playful, fluid, and unapologetically non-conformist.
These custom letterforms reflect a city that thrives on creativity and expression, while the minimal yet colorful illustrations add warmth and clarity to the message: love is for everyone.
The campaign also featured short, powerful claims around queer pride, identity, and self-love — paired with graphic compositions used across postcards, flags, and city signage. From public installations to merchandise, each element was designed to feel welcoming and vibrant — celebrating love in all its forms while building a consistent, high-impact visual system.
Project included:
– Art direction
– Claims
– Lettering and illustration
– Swag and merchandise