Bicing

Bicing is the public bike service of Barcelona City Council.
When we started the project, this service did not yet exist. Our task was to build from scratch an identity that represented a new way of moving around Barcelona, accessible, sustainable, and integrated with the urban environment. The project was developed in collaboration with Alicia Agency.
We understood that a clear, striking, and functional logo was needed. We designed a brand with typography inspired by graffiti and tags, evoking movement and urban connectivity, and conceived to work across bikes, stations, apps, and communication materials.

Com es construeix la identitat d’un servei que encara no existeix?
Com traduir en llenguatge visual la promesa de mobilitat urbana accessible, sostenible i eficaç?
Vam desenvolupar una marca capaç de créixer amb el servei i d’acompanyar la seva expansió per tota la ciutat. Un logotip que no només identifica el projecte, sinó que defineix el to, la presència i la personalitat d’una nova manera de moure’s per Barcelona.

How do you create the identity of a service that doesn’t yet exist?
How do you translate into visual language the promise of accessible, sustainable, and efficient urban mobility?
We developed a brand capable of growing with the service and supporting its expansion across the city. A logo that not only identifies the project but also defines the tone, presence, and personality of a new way of moving around Barcelona.

Client
Ajuntament de Barcelona, BSM

Creative Direction
Fernando Macia, Fidel del Castillo

Art Direction
Xavi Clavijo

Creative copywrting
Jordi Caballé

NEXT PROJECT

Mollet del Vallès Summer Fest

When Mollet City Council commissioned me to design the Festa Major poster, the challenge was clear: to convey the dynamism of the celebration, the rivalry between the city’s two teams, the Morats and the Torrats, while ensuring that all the local groups and associations that take part in the festival felt represented: Diables (fire runners), Castellers (human towers), local shops, basketball and hockey teams, the fairground rides, and more.

The proposal took shape as an illustration featuring two groupers, one in toasted brown and the other in purple, arranged in a composition inspired by the yin and yang symbol. Two fish competing and dancing underwater at the center of a vibrant universe, surrounded by a wide variety of fish and elements symbolizing the city’s cultural, social, and commercial fabric.