Raimat Arts Festival

Since 2022, I’ve been leading the branding and communication for Raimat Arts Festival, a cultural event that brings together music, sustainability, gastronomy and territory in Lleida. Each edition involves building a specific visual identity — one that aligns with the brand narrative and evolves without losing recognition.

The art direction is built every year around a new Key Visual, born from a strategic insight connected to the landscape, environmental commitment and the festival’s positive impact on the local community: leaves, water drops, sprouts, soil or grapes as symbols of the agricultural cycle. It’s about creating a visual language with intention. Every element reinforces the bond with the territory while maintaining a consistent narrative over time.

This system is adapted to more than 40 communication pieces — including press, urban signage, social media, print and event materials — always maintaining visual cohesion. In the 2025 edition, some graphics were developed using generative AI, applied to a visual exploration of classical music as a key symbol.

A project that shows how sustainability, art and strategy can coexist in a cultural brand that is solid, recognisable and constantly evolving.