tdBorn Summer ‘24
Client: Teatre des Born
Position: Freelance Graphic Designer
Graphic Design: Pili Enrich Pons
Art Director and Manager: Josep Marquès i Oleo
Administration and production: Roser Garcia
Branding, Graphic Design
Teatre des Born is the municipal theatre of Ciutadella. Each season it creates a new visual campaign that refreshes its image, attracts audiences, and encourages participation. These campaigns reinforce its cultural identity, communicate its programming, and broaden its reach with visual elements consistent with its artistic vision.
Menorca, Spain
Concept
Menorca Summer
For the June to September 2024 season I was inspired by Menorca’s summer sunrises and sunsets, with their soft colours and that warm light that defines evenings by the sea. For the cover I had a single premise: that an ice cream or some other summer-evoking element appear, something that conveys leisure, freshness and summer nostalgia.
After trying different options, a clear idea emerged: combine the silhouette of the Artrutx lighthouse (in Cala’n Bosch, Ciutadella) with two giant scoops of ice cream, all framed by a sunset. The result is a fresh, approachable campaign image, completely different from what had been done until now.
Colour palette
The color palette ranges from cool to warm tones. The cool tones (blues, soft greens) evoke the Mediterranean sea and sky—a sense of calm and freshness. As the palette shifts toward warm tones (yellows, oranges, corals), it conveys the sunlight, the sand, and the warmth of summer—a feeling of joy and vitality.
Together, this chromatic gradient recreates a Mediterranean atmosphere: the contrast between coastal coolness and warm light generates an impression of a happy, welcoming, and energetic summer.
Gradient backgrounds
Alongside the colours, we experimented with geometric shapes drawn from the theatre’s façade. These shapes form dynamic backgrounds that bring all the visual elements together.
Typography
We chose a combination of Serif and Sans Serif typefaces to reflect the theatre’s current personality: youthful, contemporary, inclusive, and refreshed, while remaining a cultural, institutional building with a rich history.
