For the 2020 edition of Barcelona Design Week, the challenge was to visually articulate a moment of global uncertainty and digital transition. The identity, conceived by ESIETE, confronts this new reality head-on, translating the discomfort and potential of a pixelated digital existence into a powerful and cohesive campaign.
The core concept behind the Barcelona Design Week 2020 identity was to mirror the collective experience of a society abruptly thrust into a digital realm. The studio moved away from polished aesthetics, intentionally introducing an “uncomfortable pixelated digital piece” as the campaign’s centerpiece. This bold approach served as a metaphor for the fragmented yet interconnected new reality, emphasizing design’s role in navigating and solving emerging challenges.
The visual proposal, built upon this typographic foundation, was brought to life across the city of Barcelona. The studio’s work for BDW 2020 was a testament to the power of collaboration, uniting professionals, associations, and institutions like the Barcelona Design Centre (BCD), FAD, and the Museu del Disseny to empower design’s value as a key factor for societal success.
