Matagalls Montserrat
Brand Identity — Club Excursionista Gràcia, 2024
About
Brand identity and campaign design for Matagalls–Montserrat, a mountain route organized by Club Excursionista Gràcia. The work translates the club's hiking heritage into a visual system built around the route itself — typography, color, and imagery drawn from the terrain — anchored by the campaign line "Passat Orgullós, Futur Més Fort" (Proud Past, Stronger Future).
The Challenge
Club Excursionista Gràcia's Matagalls–Montserrat hike is a long-running Catalan tradition, but it was losing relevance with younger hikers. The brief was to make finishing the route feel like a badge of achievement for a new generation — without losing the club's Catalan roots.
How I built it
Characters: Built a cast of four recurring figures — Runner, Donkey, Donut, and Cacaolat Boy — to carry the campaign across every touchpoint.
Local references: Wove in Catalan cultural cues — a donkey, the Cacaolat mascot, a hiker carrying the Catalan flag — so the identity felt rooted, not generic.
Tone: Paired sports grit with an energetic, slightly ironic illustration style built around the reward of finishing.
The Result
A badge worth earning: The campaign gave the route a visual identity younger hikers wanted to be part of.
Generational continuity: Helped carry a long-running club tradition to a new generation.
Community, visible: Kept the club's spirit present across posters, merchandise, and photography.
