Client:
OXFAM Intermón
In collaboration with:
Place:
España
Year:
2025
Social Power is a strategic four-year community-building initiative (2025–2029) co-funded by the European Union and jointly driven by OXFAM Intermón and Political Watch. The program is engineered to reinforce organized civil society defending the human rights of historically marginalized groups in Spain, including migrant communities, youth, women, and minorities.
I directed the comprehensive art strategy, brand identity, and design system architecture. The core brief was to build a sustainable visual infrastructure tailored to allow a multi-disciplinary internal cell—covering facilitation, communications, public policy advocacy, and territorial coordinators—to operate with absolute autonomy across a four-year continuous production cycle, treating design as a functional system rather than mere aesthetics.
Strategic Branding Challenge
The primary identity challenge was visually materializing a high-stakes institutional partnership without generating visual noise. I had to integrate OXFAM's corporate green with Political Watch’s hallmark red. Achieving a calibrated balance that broadcasted a unified alliance while simultaneously enforcing strict digital readability and contrast accessibility standards was the absolute core of the visual strategy.
Atomic Methodology Applied
I authored a strategic brand book from scratch and engineered a modular layout hierarchy based on atomic methodology. As illustrated throughout the project gallery, the system systematically deconstructs brand complexity—organizing visual assets from their simplest form into fully completed assets, enabling the team to produce quickly while keeping their political edge:
Atoms
The unalterable visual DNA and core design tokens (colors, typography, paper textures, and photo presets) that guarantee 100% consistency across all mediums. They form the foundational baseline that solves the dual-color friction by embedding the institutional colors into rigid typography contrast rules.
Colors
Typography
Paper's texture
Molecules
The initial functional units created by combining multiple atoms to form a specific interface asset. The joint logo is the perfect example of a molecule (unifying color tokens and typography parameters), alongside the iconography system, operational buttons, and custom vector asset libraries.
Logotype
Iconography
Vector library
Library of processed photographs
Organisms
Complex, modular, and reusable groupings that structure entire functional sections. These layout templates and responsive digital wireframes assemble the molecules into production-ready visual campaign materials, securing strict brand consistency across all channels.
Social media templates
Presentation template
Report template
Video call background
Results
The comprehensive design system was successfully adopted in full by the operational teams, providing the foundational communication infrastructure used to deploy their first large-scale funding calls for grassroots entities across Spain. The visual ecosystem effectively eliminated routine design bottlenecks, securing absolute narrative alignment across every public touchpoint—from fast-paced digital updates to technical policy reports—ensuring the multi-year program sustains its structural edge and message clarity without recurring agency dependency.
