The Ask

The Generalitat de Catalunya needed to raise awareness about the importance of clear, accessible communication in public institutions, introducing their new «Guia de Comunicació Clara».

The aproach

My proposal was to create a visual identity that felt fresh and contemporary within the context of a major public institution — striking the right balance between modernity and democratic accessibility.

I edited the campaign video — crafting a fresh and daring visual narrative entirely from curated stock footage. The goal was to reflect the Generalitat’s proactive approach to clearer communication and to express a sense of energy, progress and emotional connection with all citizens.

The result: a bold, contemporary spot that stood out within the institutional landscape.

The guide itself was the first major challenge: it had to embody the very principles it promoted — clarity, accessibility, and simplicity — while still serving a broad and diverse public audience. I focused on translating complex editorial content into a well-structured, visually digestible experience, ensuring the design was as clear and inclusive as the message behind it.