Mobile World Capital Barcelona
Brand Refresh
2023
SCOPE
Visual Identity Systems
Digital Art Direction
Brand World Building
Motion Principles
AI Imagery and Generation
Creative Direction and Campaign
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BRIEF
Mobile World Capital Barcelona is on a mission to improve global livelihoods through the conscientious use of technology. They asked us to revitalise their brand identity to reflect a vision of an inclusive, equitable, and sustainable future. The goal was to create a brand that felt tech-forward but remained fundamentally human.
WORK
We worked closely with the MWCapital team to honour their foundational values while pushing the brand into a more dynamic space. The challenge was to create a system that felt as fast-paced as the mobile industry but as grounded as the society it serves. We focused on creating a comprehensive brand kit that captures a progressive spirit and scales effortlessly across global platforms.
PLAY
We delivered a “living” logo that spins, stretches, and snaps, reflecting the constant movement of the digital world. This kinetic energy was paired with a vibrant colour palette inspired by the vivacity of Barcelona itself. To push the brand even further, we curated a series of bespoke AI-generated images that celebrate diversity and future-thinking. The result is a flexible, expressive system that successfully launched to a global audience at the Mobile World Congress 2024.
Toggle
Mobile World Capital Barcelona
- Visual Identity Systems
- Digital Art Direction
- Brand World Building
- Motion Principles
- AI Imagery and Generation
- Creative Direction and Campaign
BRIEF
Mobile World Capital Barcelona is on a mission to improve global livelihoods through the conscientious use of technology. They asked us to revitalise their brand identity to reflect a vision of an inclusive, equitable, and sustainable future. The goal was to create a brand that felt tech-forward but remained fundamentally human.
WORK
We worked closely with the MWCapital team to honour their foundational values while pushing the brand into a more dynamic space. The challenge was to create a system that felt as fast-paced as the mobile industry but as grounded as the society it serves. We focused on creating a comprehensive brand kit that captures a progressive spirit and scales effortlessly across global platforms.
PLAY
We delivered a “living” logo that spins, stretches, and snaps, reflecting the constant movement of the digital world. This kinetic energy was paired with a vibrant colour palette inspired by the vivacity of Barcelona itself. To push the brand even further, we curated a series of bespoke AI-generated images that celebrate diversity and future-thinking. The result is a flexible, expressive system that successfully launched to a global audience at the Mobile World Congress 2024.