The strategic approach for this project required a creative play with language and symbols to reflect the brand’s central premise.
The Barcelona Hub d’Art, Ciència i Tecnologia was abbreviated to Hac Te, serving as both a descriptive acronym and a playful hint at the Catalan letters H and T, suggesting the English word “hacked.”
The central idea was to devise a visual language that signifies the concept of digital transformation, symbolizing the amalgamation of Art and Technology.
This idea of duality was to be incorporated into every aspect of the brand’s communication, using contradicting concepts starting with H and T for description.
