ZARAMAGA
This project emerged as a strategic response to the Vitoria-Gasteiz City Council’s revitalization plan for the Zaramaga district, aiming to reverse urban decay and demographic aging in alignment with the 2030 Agenda. Following a deep analysis of the neighborhood's history and social essence, I developed a flexible, modular visual identity that abstracts and simplifies iconic local landmarks—such as El Boulevard, the San Francisco Church, the cemetery, and the traditional architecture—into a versatile graphic language. The result is a powerful brand system that modernizes the district's identity, serving as a visual bridge between its working-class legacy and a sustainable, accessible, and community-focused future.
The process began with immersive fieldwork in Zaramaga. I analyzed the district's history and its current demographic challenges, explored and mapped its urban layout, and identified the architectural elements and spaces that hold emotional value for the residents.
Following this research, I launched into a graphic exploration, translating the neighborhood's physical landmarks into minimal icons. These symbols were designed to combine into dynamic patterns, creating a rich visual language for the new identity that scales and adapts seamlessly across different mediums and applications.
