Client:
Decidim
In collaboration with:
Edgar Seis (Directed and guided under my creative leadership)
Place:
Barcelona
Year:
2024
A system engineered for internal teams to scale, not just use. I designed the core visual identity and established a Design System in Figma using Atomic Design methodology. To ensure cross-departmental autonomy, I led a live technical training session for the core 5-person multidisciplinary communications team, standardized their legacy photography library into a cohesive visual framework, and empowered them to independently construct new design molecules and organisms. Two years later, the identity remains fully active and self-sustaining, scaling seamlessly without requiring further external brand maintenance.
Strategy and Approach
To deliver a high-impact identity that truly resonated with the global civic community, the strategic process was deeply collaborative. Together with the core team, we defined the three conceptual pillars that would guide every UI/UX and visual decision:
- Re-imagine
- Collective Action
- Connect
Modular Architecture (Atomic Design Methodology):
We implemented a modular design system (matching the logic detailed below) to efficiently manage the platform’s systemic complexity and multi-channel diversity:
Atoms
We defined the most foundational, reusable design tokens and UI building blocks (accessible color contrast standards, responsive typography scaling, and editable vector textures).
- Colors
- Typography
- Textures
Colors
Typography
Textures
Molecules
We combined these fundamental atoms to build functional interface and communication components (the adaptive core logo, processed image placeholders, and structured layout containers for textures).
- Logo
- Processed Image Library
- Shape & Vector Libraries
Logo
Library of Processed Photographs
Shape library for shapes
Organisms
We deployed these molecules into complete, production-ready visual templates and digital layouts across web environments, interactive platforms, and multi-device campaign assets (Instagram layouts, narrative carrousels, and mobile-responsive layouts).
The new visual identity was specifically engineered to mirror the vibrant energy and structural diversity of global civic participation:
- Expanded Semantic Palette: We introduced a richer, high-contrast color scheme to maximize digital accessibility and visual dynamism. These fresh tones provide the joyful and hopeful brand experience requested by the community.
- Connection Textures: We integrated organic shapes and visual textures that represent the complex, fluid nature of community ecosystems. Visually, these overlapping forms communicate how social participation—while inherently multi-faceted—remains consistently engaging and constructive.
- Black & White Photography Systems: To anchor and highlight Collective Action, we prioritized real-world documentary photography sourced directly from Decidim’s actual civic events. This human-centered layer builds immediate trust and contrast against the vibrant digital color palette, keeping the user’s focus entirely on the people.
The identity was adopted in full and is active today across Decidim's communication platforms, consolidating a coherent visual presence that supports the growth of its digital governance network. Furthermore, with this core visual strategy established, the MetaDecidim platform's digital assets received a full interface and image update. You can explore the project details here.
