GM IBERICA

Brand Creation & Strategy

Graphic Design: Victoria de la Cámara

Year: 2016

Location: Madrid, Spain

I helped develop this sub-brand of a larger Latin American-based travel brand whose goal it was to expand into operating travel within Spain & Portugal. Because the strategy of this sub-brand was to appeal to a more specialised, high-quality portfolio of customers, the visual and conceptual strategy behind it had to be more tailored and modern than its larger South American counterpart.
We did this in 4 four ways:

• Created a logo that merged the traditional and modern - a serif typeface for the main parent brand “GM” and a sans-serif typeface for the “Iberica” component.

• Created a business-card with a map of the peninsula in a heavy card stock so that the client could map out itineraries to clients on the spot.

• Instead of focusing on volume and cost, I helped create a strategy that positioned the company as an expert in authentic, hidden gem experiences. Requiring the brand to create a portfolio of niche suppliers and conducting hands-on research to inspect potention locations, guides, hotels, and restaurants personally.

• Create digital and print collateral with a graphically appealing, clean aesthetic as a template to send to clients to create consistency throughout the brand experience.